Title | TUI CATCH A MILLION |
Brand | HEINEKEN NEW ZEALAND |
Product / Service | TUI BEER |
Category | B02. Fast Moving Consumer Goods |
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 |
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 |
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.
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.
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.
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.