Tui: TUI BEER PLUMBER

Credits & Description:

Type of entry: Product & Service
Category: Alcoholic Drinks
Advertiser: HEINEKEN NEW ZEALAND
Product/Service: TUI BEER
Agency: SAATCHI & SAATCHI Auckland, NEW ZEALAND
Client: HEINEKEN NEW ZEALAND
Product: TUI BEER
Entrant: SAATCHI & SAATCHI Auckland, NEW ZEALAND
Type of Entry: Product & Service
Category: Alcoholic Drinks
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
Executive Creative Director: Antonio Navas (Saatchi/Saatchi New Zealand)
Creative Director: Corey Chalmers (Saatchi/Saatchi New Zealand)
Creative Director: Guy Roberts (Saatchi/Saatchi New Zealand)
Agency Producer: Anna Kennedy (Saatchi/Saatchi New Zealand)
Business Director: Paul Wilson (Saatchi/Saatchi New Zealand)
Business Director: Marcelle Baker (Saatchi/Saatchi New Zealand)
Account Director: Jonathan Bates (Saatchi/Saatchi New Zealand)
Director Of Strategy: Murray Streets (Saatchi/Saatchi New Zealand)
Senior Strategist Digital: Ian Hulme (Saatchi/Saatchi New Zealand)
Director: Andy Morton (8com)
Executive Producer: Katie Millington (8com)
D.o.p: Aaron Morton (8com)
Editor: Dan Kircher (8com)
Manging Director: Strahan Wallis (Porter Novelli)
Account Director: Joanna James (Porter Novelli)
Digital Director: Mike Harland (PHDIQ)
Media Director: Stacey Stephenson (Sparkphd)
Group Marketing Manager: Jarrod Bear (Heineken New Zealand)
Tui Marketing Manager: William Papesch (Heineken New Zealand)
Tui Brand Manager: Mike Rutledge (Heineken New Zealand)

Describe the brief from the client:
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.

Promotion Development:
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.

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.

Relevancy to Product/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.