Title | TUI PLUMBER |
Brand | HEINEKEN NEW ZEALAND |
Product / Service | TUI BEER |
Category | A02. Fast Moving Consumer Goods |
Entrant | SPARK PHD Auckland, NEW ZEALAND |
Advertising Agency | SAATCHI & SAATCHI Auckland, NEW ZEALAND |
Media Agency | SPARK PHD Auckland, NEW ZEALAND |
Entrant Company | SPARK PHD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Mike Harland | PHDIQ | Digital Director |
Amanda Cater | Sparkphd | Media Director |
Stacey Stephenson | Sparkphd | Media Director |
Kim Gribble | Sparkphd | Media Planner/Buyer |
Phil Webster | Sparkphd | Media Manager |
William Papesch | Heineken New Zealand | Tui Marketing Manager |
Todd Wackrow | Union | Marketing Director |
Antonio Navas | Saatchi/Saatchi NZ | Executive Creative Director |
Corey Chalmers | Saatchi/Saatchi NZ | Creative Director |
Guy Roberts | Saatchi/Saatchi NZ | Creative Director |
Paul Wilson | Saatchi/Saatchi NZ | Business Director |
Jono Bates | Saatchi/Saatchi NZ | Account Director |
Willie Lyons | Saatchi/Saatchi NZ | Account Executive |
Murray Streets | Saatchi/Saatchi NZ | Planning Team |
Ian Hulme | Saatchi/Saatchi NZ | Planning Team |
Anna Kennedy | Saatchi/Saatchi NZ | Agency Producer |
Although the idea was on brand and potentially appealing, we were aware it could turn into a You Tube video with 50 views. Channel-wise, this wasn’t something you launched on TV. Consumers needed to discover it organically, endorse it and pass it on for it to have impact. Digital gave us the perfect launch platform. But just sticking the video in a pre-roll video wasn’t the answer. An extensive digital seeding strategy targeting key influencers both locally and internationally followed. After letting momentum build, the introduction of Tui Plumber content cut downs across various online video placements extended reach further.
The results blew every benchmark out of the water: Content view objectives were delivered within 24 hours. Ultimately achieving over 7.7 million official views. This equates to over 37 years of Tui branded video viewing time. Spontaneous awareness and consideration amongst our core 18 – 24 year demographic grew by 9.7% and 12.3% respectively. Popularity increased by 8% YOY – where our target was to maintain and stop the decline. Tui Beer market share grew from 20.4% to 25.3% during the campaign period. Amazing in a declining market! Seeding strategy generated $602k in online earned media value.
Tui had lost its way! A local loveable beer brand was stuck in the past. Its advertising relied heavily on using sexy girls to build Kiwi bloke appeal. Admittedly while that had worked for some years, the Tui drinker (aged 25 to 29) had moved on. With mainstream beer category in decline overall (due to exciting craft and premium beers entering the market) and the brand losing relevance, we needed to take action! We revisited the brand essence again ‘always something brewing’. This was all about bringing to life the antics that happen when blokes get together. Enter our big Idea. Play the ultimate prank on an unsuspecting Tui Drinker. While he was on holiday, Tui would take over his house and re-plumb it completely - with Tui beer. And when he came back and turned on the taps his ultimate bloke’s dream would come true.
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