Gold Spike

Case Film

Presentation Board

Product / ServiceTUI BEER
CategoryA06. Use of Special Events And Stunt/Live Advertising
Advertising Agency SAATCHI & SAATCHI Auckland, NEW ZEALAND
Advertising Agency 2 APOLLONATION Auckland, NEW ZEALAND
Media Agency SPARK PHD Auckland, NEW ZEALAND
Entrant Company SPARK PHD Auckland, NEW ZEALAND


Name Company Position
Amanda Cater Spark Phd Media Director
Mike Harland Phdiq Digital Director
Phil Webster Sparkphd Media Manager
Kim Gribble Spark PHD Media Buyer
Lisa Rainger Sparkphd Senior Media Trader
Antonio Navas Saatchi/Saatchi NZ Executive Creative Director
Corey Chalmers Saatchi/Saatchi NZ Creative Director
Guy Roberts Saatchi/Saatchi NZ Creative Director
Phil Parsonage Saatchi/Saatchi NZ Creative
Sam Stradwick Saatchi/Saatchi NZ Senior Designer
Paul Wilson Saatchi/Saatchi NZ Business Director
Lucy Sparks Saatchi/Saatchi NZ Senior Account Manager
Emma Henaghan Apollonation Client Services Director
Jason Kennedy Apollonation Account Director
Nick Turner Apollonation Account Executive
Paul Dobbin Apollonation Creative Director
Nick Wilson Apollonation Senior Designer
Jemma Mexted Apollonation Designer
William Papesch Heineken New Zealand Tui Marketing Manager
Maud Mejiboom Heineken New Zealand Marketing Director

Results and Effectiveness

The campaign was a massive success, with all of the 60,000 t-shirts sold, proving the campaign’s appeal and exceeding Tui’s sales objectives. Earned media drove this campaign, at a value of $xx and delivering an ROI of XX. Importantly, the campaign translated into exceptional sales growth, with share rising from 15.4% to 17.6% over the campaign period, in a declining category. • Highest sales volume in liquor outlets in 2 years • Increased brand popularity from 11.1% in to 12.7%, pushing Tui to #1 • Increased key measure of ‘Regular Drinkers’ from 22.1% to 24.1%, the highest measure across all local brands

Creative Execution

A communication infrastructure was then built around this fantastic idea. However with only a minimal budget and huge brand and sales ambitions, we needed a smart media strategy. As the home of NZ Cricket, SKY TV was a natural media partner, however as we could only advertise alcohol post 8.30pm we needed to find ways to integrate into the cricket content itself, during the daytime. Crucial to success was getting the commentators on board and as the popularity of the promotion grew and the focus became on not just the success of the batmen’s prowess, but if a Tui t-shirt wearing spectator could catch a ball! Every crowd-shot became an additional touch-point, due to the sea of orange Tui shirts. Content integration into the popular The Cricket Show drove further discussion. We turned our daytime content into our TVCs, running post 8.30pm and extending our reach.

Insights, Strategy and the Idea

Watching the cricket and enjoying a beer with mates are key ingredients of the classic New Zealand summer, so the partnership of Tui as the official beer of NZ Cricket is a perfect match. However, NZ Cricket were about to heavily reduce our stadium signage, which would heavily impact our brand visibility and relegate our partnership to the back benches. We needed an idea that would put the Tui brand front and centre stage without relying on signage to do this for us. What better way than to turn our cricket fans into our very own media channel? The idea: Tui Catch a Million. By attending the cricket wearing a distinctive orange Tui t-shirt (available for sale online or by purchasing Tui), if our Tui cricket fans managed to catch a one-handed six they would win $100,000!