The Brief

Leverage the value of TUI’s sponsorship of New Zealand Cricket. Get a broader group of Kiwi men and women engaging with cricket, create a talking point of the series and ultimately reward people for participating. Become the most talked about campaign of the summer, generate interest in the cricket series, ensure there was exposure for the brand. Drive mass participation in stadium and with cricket fans outside the game for the entirety of the match and the full summer series of games between New Zealand, the West Indies and India. Drive volume consumption of TUI.

Creative Execution

Use PR to leverage the value of the cricket sponsorship. The idea delivered on the brand’s mission to find ingenious way of getting the boys together for a beer. Consumers bought into the promotion by purchasing TUI. The product became the ticket to the biggest game in town. Crowds in the stadiums turned TUI orange. Commentators, even betting agencies, shifted focus from the pitch to what TUI was making happen in the crowd delivering priceless earned media and adding even more momentum. It became a game changer for sports sponsorship changing the way people watched and interacted with the game.

Describe the creative solution to the brief/objective.

TUI is NZs favourite beer brand, but not the most consumed. They wanted to extend its awareness to a broader consumer group beyond NZ men aged between 23 and 29. Cricket is a game close to the heart of Kiwis and is a summer social institution for families and friends, not just ‘hardcore’ cricket fans. ‘Catch a Million’ was created to provide fans meaningful interaction with both the brand and the game, leverage the value of TUI’s cricket sponsorship, drive brand awareness, and volume consumption. Fans could participate at live games with $100k up for grabs at each match.

Results

1 in 4 adults wore the TUI T-shirt at games. 6m+ impressions on TUI Facebook page during campaign. 10.3m NZ media impressions. 120m globally. Frontpage/Primetime national news + segments/features on best catch spots. Global coverage including Sky Sports Australia, FOX News, The Daily Mail, ESPN feature “Plays of the Week” (2nd time NZ sport featured). Gate numbers +54% after first catch. TUI eclipsed all other sponsors and became NZ Cricket’s exemplary promotion model. Drove growth from +5.1% to +12.2% for Dec/Jan campaign period. Auckland region +30% growth. Auckland City +78%. TUI sales and volume share best level in 2 years.