|Title||TUI BEER PLUMBER|
|Brand||HEINEKEN NEW ZEALAND|
|Product / Service||TUI BEER|
|Category||B02. Fast Moving Consumer Goods|
|Entrant||SAATCHI & SAATCHI Auckland, NEW ZEALAND|
|Entrant Company||SAATCHI & SAATCHI Auckland, NEW ZEALAND|
|Advertising Agency||SAATCHI & SAATCHI Auckland, NEW ZEALAND|
|Media Agency||SPARK PHD Auckland, NEW ZEALAND|
|Production Company||8COM Auckland, NEW ZEALAND|
|Antonio Navas||Saatchi/Saatchi New Zealand||Executive Creative Director|
|Corey Chalmers||Saatchi/Saatchi New Zealand||Creative Director|
|Guy Roberts||Saatchi/Saatchi New Zealand||Creative Director|
|Anna Kennedy||Saatchi/Saatchi New Zealand||Agency Producer|
|Paul Wilson||Saatchi/Saatchi New Zealand||Business Director|
|Marcelle Baker||Saatchi/Saatchi New Zealand||Business Director|
|Jonathan Bates||Saatchi/Saatchi New Zealand||Account Director|
|Murray Streets||Saatchi/Saatchi New Zealand||Director Of Strategy|
|Ian Hulme||Saatchi/Saatchi New Zealand||Senior Digital Strategist|
|Katie Millington||8com||Executive Producer|
|Strahan Wallis||Porter Novelli||Managing Director|
|Joanna James||Porter Novelli||Account Director|
|Mike Harland||PHDIQ||Digital Director|
|Stacey Stephenson||SparkPHD||Media Director|
|Jarrod Bear||Heineken New Zealand||Group Marketing Manager|
|William Papesch||Heineken New Zealand||Tui Marketing Manager|
|Mike Rutledge||Heineken New Zealand||Tui Brand Manager|
|Porter Novelli||Additional company|
|Union Digital||Additional company|
TUI had lost its way. Its advertising relied on using sexy girls to build Kiwi 'bloke' appeal. While that had worked for years, the TUI drinker (25 to 29) had moved on. With the mainstream beer category in decline and the brand losing relevance, we needed to take action. We revisited the brand essence again 'always something brewing' which was about bringing to life the antics that happen when blokes get together. We set out to challenge perceptions that we were a brand past its prime by doing something to generate true social currency and fresh momentum for the brand.
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. 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 and become truly 'viral'. An extensive digital seeding strategy targeting key influencers both locally and internationally followed. Once interest hit fever pitch, we added traditional channels (TV &) Cinema and invited consumers to enter a promotion to win a TUI Beer Tap in their home via POS.
Over 1 million YouTube hits in first 24 hours. 51,000 Facebook 'shares' in first two days. Most watched NZ-produced video in 2013. Over 8 million views (and counting) in 224 countries. More than 317 million media impressions globally. Pranksters interviewed on TV programmes from Melbourne to LA. Total international coverage currently 104 pieces with a combined total reach of 315.8 million. TUI's share of declining mainstream beer market grew to 25.3% during the campaign Brand popularity increased by 8% year on year when the goal was just to stop the decline.
Actually plumbing a guy's house with beer was the perfect way of delivering on the brand's mission: to find ingenious way of getting the boys together for a beer. It's dream come true for the lads and the idea recaptured the spirit of the TUI brand for today's drinkers. Only TUI would have the combination of smarts and balls to carry off such an idea. The fact that the brand collaborated with its loyal drinkers to pull off the prank only strengthened the authenticity of the idea. It was done for real by real drinkers, helped by their favourite brewery.