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TUI BEER PLUMBER

basics
Industry: Alcoholic drinks
Media:Promotion & Event
Market:New Zealand
Style: Minimalism
descriptioncnen
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.

Tui Brewery pulled off the ultimate stunt - a house plumbed with delicious, crispy cool Tui Beer. No actors, no sets, no script, just some clever tradesmen, 14 security cameras, 12 kegs of beer and no guarantee it would work - and all done completely for real.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Account Supervisor:
Producer:
Director:
Director of Photography:
Editing:
Other credit:Agency Producer: Anna Kennedy
Business Director: Paul Wilson, Marcelle Baker
Director Of Strategy: Murray Streets
Senior Strategist Digital: Ian Hulme
Manging Director: Strahan Wallis
Digital Director: Mike Harland
Media Director: Stacey Stephenson
Group Marketing Manager: Jarrod Bear
Tui Marketing Manager: William Papesch
Tui Brand Manager: Mike Rutledge
Additional company: Porter Novelli, Union Digital
awards
Cannes Lions International Festival of Creativity 2014
Bronze Promo & Activation
Alcoholic Drinks
D&AD 2014
In-Book Integrated & Earned Media
Earned Media Campaigns
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