Supporting boutique brands during tough times.
During the maelstrom of covid, BWS was looking for a fast, strategic pivot away from “wow, so cheap!” to a new focus on their boutique hyperlocal range. The even bigger challenge was making a behemoth brand feel unique to local neighbourhoods – a tricky request for an Australia-wide ad campaign.
Our research unearthed a tasty insight that would define the campaign: local distilleries, breweries and wineries often rely on word of mouth to find success. Local brand lovers are key.
The heroes of the campaign are a series of mega fans who show their love for local drink makers in personal ways – from getting bottle tattoos, to tiling logos onto the bathroom wall. Each scenario was uniquely branded for over 600 billboards and bus shelters across 35 different regions. Not only did this achieve instant neighbourhood kudos, it gave exposure to 92 smaller brands who might be struggling during covid – all while promoting BWS as the place to buy local.
“For this we needed a highly collaborative and nimble agency with a thirst to develop great work under extremely tight timelines. Paper Moose was all that and more”
- Anna Webster, BWS Head of Marketing, Wine.