| Title | TUI CATCH A MILLION |
| Brand | HEINEKEN NEW ZEALAND |
| Product / Service | TUI BEER |
| Category | D06. Interactive outdoor experiences |
| Entrant | APOLLONATION Auckland, NEW ZEALAND |
| Entrant Company | APOLLONATION Auckland, NEW ZEALAND |
| Advertising Agency | APOLLONATION Auckland, NEW ZEALAND |
| Advertising Agency 2 | SAATCHI & SAATCHI Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Emma Henaghan | Apollonation New Zealand | Client Service Director |
| Jason Kennedy | Apollonation New Zealand | Account Director |
| Dale Bennetto | Apollonation New Zealand | Account Executive |
| Paul Dobbin | Apollonation New Zealand | Executive Creative Director |
| Jemma Mexted | Apollonation New Zealand | Designer |
| William Papesch | Heineken New Zealand | Creative/Tui Marketing Manager |
| Tony Wheeler | Heineken New Zealand | Creative/Tui Brand Manager |
| Corey Chalmers | Saatchi/Saatchi New Zealand | Creative Director |
| Guy Roberts | Saatchi/Saatchi New Zealand | Creative Director |
| Phil Parsonage | Saatchi/Saatchi New Zealand | Creative |
| Sam Stradick | Saatchi/Saatchi New Zealand | Senior Designer |
| Paul Wilson | Saatchi/Saatchi New Zealand | General Manager |
| Lucy Sparks | Saatchi/Saatchi New Zealand | Senior Account Manager |
| Willie Lyons | Saatchi/Saatchi New Zealand | Account Executive |
| Antoni Navas | Saatchi/Saatchi New Zealand | Executive Creative Director |
| Phil Webster | Spark PHD | Media Manager |
| Kim Gribble | Spark PHD | Media Planner/Buyer |
| Mike Harland | Spark PHD | Digital Director |
| Amanda Carter | Spark PHD | Marketing Director |
| Maud Meijboom | Heineken New Zealand | Marketing Director |
We needed to leverage TUI’s sponsorship of NZ cricket during times when traditional alcohol advertising was banned. Enter TUI’s ’Catch a Million’: Fans purchased TUI instore for a free Tee, wearing it to live cricket matches where catching a ‘six’ won them $100K instantly (One catch per game – total pool $1.2M). Run at 12 season matches, earned media to promoted the activity as commentators, cameramen, presenters and even players integrated it into live content. The crowds turned TUI orange as 1 in 4 adults wore what became the unofficial uniform of summer cricket and match attendance leapt 54% after the first catch.