BRIEF
In the lead up to Mother's Day, we wanted to remind fathers of BIG W's extensive range at everyday low prices.
INSIGHT
Despite their best intentions, men often leave present-buying to the eleventh hour which means their decisions are often spontaneous and limited in choice because they've run out of time.
We'll never be able to change that, but we can change what they buy.
IDEA
Make a smart decision over a spontaneous decision easy at the eleventh hour - at halftime to be exact.
Handbags at halftime
We bring our extensive range of gift options for Mother's Day to football grounds across Australia. Men simply make their selection via their mobile phone at halftime for collection on the way out after the game.
For those watching the game at home we replicate the experience with 15 second TV commercials heroing gift options with a prompt to purchase.
It's a double win - we hero our range at everyday low prices along with introducing the ease of online shopping while dads can pick up a great gift without having to miss out on the footy.
