Asahi’s Welcome Rounds
Turning changing social habits into a rewarding shopper experience
Client:
Liquorland, Asahi Beverages & Coles 360
The brief
Liquorland, Asahi Beverages and Coles 360 wanted to create a national shopper campaign that responded to the way Australians are increasingly socialising at home, while driving engagement, cross-category purchasing and stronger basket value.
Our curious spark
We saw an opportunity to build the campaign around the everyday ritual of turning up with something to share, creating a promotion that felt naturally connected to casual dinners, BBQs, footy nights and other low-key social occasions.
Why changing social habits matters
Social occasions are becoming less formal, more frequent and increasingly spontaneous. And when the occasion changes, so does the shopping mission.
Rather than shopping for one product or category, customers are building more diverse baskets around the moment, bringing together drinks, snacks and everything else needed for an easy night in with friends.
For Liquorland and Asahi Beverages, this created an opportunity to move beyond a traditional promotion and build an experience around real shopper behaviour, connecting multiple categories while adding genuine value for customers.
Activating curiosity and creativity
Our curious crew at work
Curious Nation led the end-to-end strategy and creative development, working with Liquorland, Asahi Beverages and Coles 360 to turn changing shopper behaviour into a fully integrated national activation.
Proof that curiosity pays off
$1m+ in prizes
A major prize pool designed to create excitement and drive participation.
1 in 5 instant winners
A simple mechanic that delivered an immediate reason to engage at the point of purchase.
One joined-up shopper journey
Digital, social, loyalty, POS and in-store activation all worked together under one campaign platform.
Lessons in curiosity
The strongest shopper campaigns do more than promote a product. By starting with how people are actually behaving, Welcome Rounds created a platform that felt relevant to real social occasions while giving brands and retailers a commercial reason to think beyond individual categories.
