The World’s Biggest Beer Run, designed to shine a light on the lengths the brand will go to for great beer and their customers.
BWS’s “range” perceptions were in decline against key range measures despite internal changes specifically designed to improve variety and localisation in individual stores.
Craft beer was in a purple patch, but customers were complaining BWS’ range was too small. We were missing the boat on one of the three things our name told our customers we were the experts on.
The future state we had to create was one where customers came to BWS whether they knew what they wanted to pick up or not. BWS needed to become a place where you knew you could find what you were looking for - or go exploring to discover something new.
BWS, Carat and PedestrianTV sent Home & Away’s Tai Hara and a BWS employee on an epic mission to IG poll-selected corners of the world to uncover unknown gems for inclusion in the world’s rarest six pack – which we promptly gave away in-store.
BWS built ‘Customer 1st Ranging”, a localised data solution that enabled individual stores to stock differently according to the consumption habits and requests received in each location. The spirit of this effort to go to any lengths to meet customer wants was communicated in media through a content series matched with in-store activation.
We selected two perception statements for modest improvement targets of 2pts: “BWS has the right range for me”, and “BWS is different to other liquor retailers. The first improved by 5pts, the second by 17pts; 8.5x our goal. Additionally, we more than doubled our earned media mention target of 24, achieving 53, including main print and television mastheads.
The successful campaign also won Mumbrella's Publisher-led Campaign of the Year 2020.