Turning up the heat in the BWS Cool Room

TURNED UP THE HEAT IN THE COOL ROOM

Music and drinks go hand in hand, and with music being a strong passion point for Millennials and Gen Z customers (Milz), there was an opportunity for BWS to connect with this audience in a powerful and emotional way.

Inside every BWS there is one of the most Unboring spaces in liquor retail - the cool room. A space that gives BWS a prime opportunity to build equity in one of its most ownable assets and also to establish our connection to music culture - insert the BWS Cool Room.

Never seen before

The BWS Cool Room is a world first, bringing together the hottest music talent in the coldest room, literally the giant fridge. BWS partnered with the best in the music biz - Spotify and Universal Music - and invited two of the hottest music acts to perform a live set in two of their stores’ cool rooms.

NZ brother sister duo BROODS launched the series at BWS Fountain Gate Drive on 29 September, while the high energy Client Liaison brought the fire to BWS Glebe on 27 October.

The campaign was live from 4 September to 30 November, and was brought to life across four activation pillars, each with their own specific task and objective in ensuring that everyone knew about Cool Room.

The campaign phases

• Always On: Spotify takeover across audio, podcast and playlist drivers tapping into real music enthusiasts. • Pre Activation: This was all about driving maximum hype and entry to be part of this exclusive performance across social, OOH, content partnerships,

Spotify Audio, Influencers, PR and BWS owned channels.

• Activation: The physical Cool Room events.

• Post Activation: The live performance and artist content was amplified across social, YouTube, PR and BWS owned channels to keep the good times going and give people that FOMO factor. Customers from all across Australia partook in a game of chance competition at www.bwscoolroom.com.au where they simply had to submit their first party data for either event, for their chance to win a double pass (because there is nothing better than seeing a live gig with your best mate) plus flights and accommodation if required.

The review

Throughout the campaign we continually placed creative in weekly communications and brand tracking with market research company IMI Tracking. The results over indexed with relevance and engagement within the Milz audience, delivering some of the highest campaign awareness for BWS, with customers seeing The Cool Room as being “a truly ownable and memorable platform with music and drinks being a natural fit” and that “BWS is cool and fun and is a bit different to other bottle shops”. The physical events were a stand out with multiple cross functional teams from Endeavour coming together to ensure that we delivered a world class, memorable experience for our customers. From supply chain, legal, health and safety, risk, finance, operations, corporate affairs, ecomm, merch, marketing, ALH and many more; months of planning ensured that everything went off without a hitch. However, it would have been nothing without the support and dedication of the state, area and store managers along with the teams from Fountain Gate Drive and Glebe to make this happen. In partnership with Lion and Byron Bay Brewery the BWS Cool Room has catapulted BWS into the music culture, and is strengthening our connection to our customers by bringing them memorable experiences and overall good times. To catch up on the performances from Client Liaison and BROODS head to www.bws.com.au/the-drop/coolroom