Title | TUI CRICKET |
Brand | HEINEKEN NEW ZEALAND |
Product / Service | TUI BEER |
Category | A06. Use of Special Events And Stunt/Live Advertising |
Entrant | SPARK PHD Auckland, NEW ZEALAND |
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 |
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
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.
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!