As a proud sponsor of New Zealand Cricket, Tui Brewery has made sure there’s as much action in the stands as on the pitch with Tui Catch a Million. For the 2013/14 season, Tui is giving cricket fans the chance to win a share of over one million dollars by wearing a special Tui t-shirt to the game – with the juicy orange carrot of winning $100,000 if they manage a one-handed catch in the crowd.
The result has been a sea of Tui orange at grounds and the first one-handed winner, Michael Morton in Hamilton on Jan 8th 2014 – with more to come.
Says William Papesch, Tui Marketing Manager: “Tui knows the occasion of watching cricket is as important as the game itself, and Kiwis don’t need much motivation to make things interesting in the stands. Still, a hundred grand gets the boys together pretty quickly, and the response has been phenomenal. This is a great collaboration with our agency partners – we’re all thrilled to see the campaign in action and really galvanise not just the cricketing community, but the nation.”
The promotion has captured the imagination of commentators, players, punters and media, with the first catch generating huge social media coverage and international news features in NZ, Australia, the UK, India, Pakistan and the US.
Client: DB Breweries
Tui Marketing Manager: William Papesch
Tui Brand Manager: Tony Wheeler
Brand Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Antonio Navas
Creative Directors: Corey Chalmers, Guy Roberts
Creative: Will Papesch, Tony Wheeler, Phil Parsonage
Senior Designer: Sam Stradwick
Business Director: Paul Wilson
Account Management: Willie Lyons, Lucy Sparks
Shopper Marketing Agency: ApolloNation
Emma Henaghan – Client Services Director
Jason Kennedy – Account Director
Nic Turner – Account Executive
Nick Wilson – Senior Designer
Paul Dobbin – Creative Director
Media Agency: Spark phdiq
Digital Agency: Union Digital[/stextbox]