Online retailer Boating, Camping and Fishing (BCF) Australia is highlighting how things can go miserably wrong outdoors if one doesn't have proper skills and equipment in a hilarious campaign.
The campaign, created by The Monkeys, titled 'BCFing song' turns the misery of a family camping trip into a song featuring lyrics about their encounter with ferocious possums, poisonous berries, and marshmallow mishaps, and how ultimately the family decides to visit the BCF store for some help.
The campaign will run across TV, online, radio, in-store with additional content on BCF owned channels as well as extending across the summer retail calendar.
BCF general manager of marketing, Ben McConnell, said: “Every Aussie has their own outdoor mishap that becomes a family legend. They’re the kind of stories and advice we help our customers with every day. Bringing them to life in this way is our collective ode to the great outdoors.”
Ant Keogh, chief creative officer, The Monkeys Melbourne said: “On the surface level, it’s a bit of fun, the physical humour can be enjoyed by anyone while, underneath, we haven’t forgotten the fundamentals of retail. With that song, no one forgets these ads are for BCF.”
Mike Derepas, head of planning, The Monkeys Melbourne, said: “Since the launch of the brand platform, Be A BCFing Expert, Ben and the BCF team have done the hard work to organise their business around the brand promise. Their commitment to the platform makes their campaigns work harder each year.”