TUI CATCH A MILLION

Silver Spike

Case Film

Presentation Board

TitleTUI CATCH A MILLION
BrandHEINEKEN NEW ZEALAND
Product / ServiceTUI BEER
CategoryB02. Fast Moving Consumer Goods
EntrantAPOLLONATION Auckland, NEW ZEALAND
Entrant Company APOLLONATION Auckland, NEW ZEALAND
Advertising Agency APOLLONATION Auckland, NEW ZEALAND
Advertising Agency 2 SAATCHI & SAATCHI Auckland, NEW ZEALAND

Credits

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
Antoni Navas Saatchi/Saatchi New Zealand Executive Creative Director
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
Amanda Carter Spark PHD Marketing Director
Phil Webster Spark PHD Media Manager
Kim Gribble Spark PHD Media Planner/Buyer
Mike Harland Spark PHD Digital Director
Maud Meijboom Heineken New Zealand Marketing Director
SPARK PHD Additional company
UNION DIGITAL Additional company
Nic Turner ApolloNation New Zealand Account Executive
Nick Wilson ApolloNation New Zealand Senior Designer

The Brief

Leverage the value of TUI’s sponsorship of New Zealand Cricket. Get a broader group of Kiwi men and women engaging with cricket, create a talking point of the series and ultimately reward people for participating. Become the most talked about activation of the summer, generate interest in the cricket series, ensure there was exposure for the brand. Drive mass participation in stadium and with cricket fans outside the game for the entirety of the match and the full summer series of games between New Zealand, the West Indies and India. Drive volume consumption of TUI.

Describe how the promotion developed from concept to implementation

The ‘Catch a Million’ promotion: Catch a clean one-handed ‘six’ (like a home-run) at the cricket while wearing an official TUI orange T-Shirt to win a share of over $1m. Each catch was worth $100,000 (Total pool $1.2m - one catch per match). Shirts were available instore, with promotion, at the ground and delivered to key sporting media and influencers who were briefed on the idea in advance to help us communicate at launch. TUI hoped the promotion would drive brand awareness within a broader demographic, create mass participation and become the most talked about activation of the summer.

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

1/4 adults wore the TUI T-Shirt at games. 6m+ impressions on TUI Facebook page during campaign. 10.3m NZ media impressions. 120m globally. Global coverage including Sky Sports Australia, FOX News, The Daily Mail, ESPN feature “Plays of the Week” (2nd time NZ sport featured). Gate numbers +54% after first catch. Increased consumer engagement with the game, shifting measured cricket fans passion for the game from 15% to 20%, a 3 year high. Drove volume growth from +5.1% to +12.2% for Dec/Jan campaign period. Auckland region +30% growth. Auckland City +78%. TUI sales and volume share best level in 2 years.

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

The idea delivered on the brand’s mission: to find ingenious way of getting the boys together for a beer. Consumers bought into the promotion by purchasing TUI. The product became the ticket to the biggest game in town. Crowds in the stadiums turned TUI orange as 1 in 4 fans donned T-Shirts. Commentators, even betting agencies, shifted focus from the pitch to what TUI was making happen in the crowd delivering priceless earned media and adding even more momentum. It proved to be a game changer for sports sponsorship, literally changing the way people watched and interacted with the game.