The Esky of Cash: Turning a Simple Product into a Loyalty Powerhouse
40% loyalty growth. 150% web traffic spike. 180 stores. All from one branded cooler.
The Brief
Grow Thirsty Camel’s Hump Club loyalty program among bottle shop customers nationwide — while simultaneously lifting brand awareness and driving in-store foot traffic across 180 locations.
Thirsty Camel’s brief was deceptively simple: get more people into the Hump Club. The challenge was making that ask compelling at point of sale. We took a 36-litre branded cooler, filled it with $20,000 in cash, and made it the centrepiece of a month-long in-store competition. Eskies were dispatched to all 180 Thirsty Camel bottle shops, loaded with branded ‘camel cash’ as POS. Shelf wobblers and posters carried a consistent campaign message. Entry mechanic: join The Hump Club for automatic entry. Clean. Simple. Impossible to ignore at the fridge.
The Results
Thirsty Camel retail sales outperformed the market in every category — Beer, Wine, Spirit and RTD — for the duration of the campaign. Unique web traffic climbed 150% within the month, recording 65,000 visits. Most critically, Hump Club membership grew by 40%, doubling the original objective. The right product, the right mechanic, the right moment.
The Esky of Cash campaign gave customers a clear reason to stop, take notice and join the Hump Club.
Throughout the campaign, Thirsty Camel sales outperformed the market across every major category — Beer, Wine, Spirits and RTDs. Unique website traffic increased by 150%, generating 65,000 visits during the month, while Hump Club membership grew by 40% — double the original campaign objective.
Across all 180 stores, one recognisable hero product, a simple entry mechanic and consistent point-of-sale material turned a loyalty campaign into a genuine national retail activation.
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