Bronze Spike

Case Film

Presentation Board

Product / ServiceTUI BEER
CategoryB02. Fast Moving Consumer Goods
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


Name Company Position
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
Andy Morton 8com Director
Katie Millington 8com Executive Producer
Aaron Morton 8com D.o.p
Dan Kircher 8com Editor
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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.