Tui's campaign that started with a prank YouTube video last September and now has more than three million views on the brand's channel, has won the top prize in the local Yahoo! Digital Strategy Awards.
The video, which saw an unsuspecting Kiwi bloke's house plumbed with beer, was extended to a contest where entrants could win their own beer plumber tap.
The campaign was a collaborative agency effort involving Saatchi & Saatchi, Spark PHD, PHDiQ and Porter Novelli. PHDiQ used bespoke video and social plugins so viewers could quickly and easily share the clip.
“The viral component of the campaign was cleverly planned and executed with PHDiQ utilising data gained throughout the campaign to continue the momentum of the video," said Alisa Higgins, Yahoo! Digital Strategy Award judge and general manager of the Interactive Advertising Bureau.
“This well staged digital roll-out combined subtle branding with strong storytelling, gaining an impressive 1.5 million views within 24 hours and creating the foundations for on-going targeted niche marketing and significant mainstream media coverage,” Higgins said.
Yahoo! says the campaign had genuinely authentic content that resonated with the target demographic.
Last year FCB won the Grand Prix award for the Mini Driving Dogs campaign.
Client: DB Breweries
Client: William Papesch, Tui Beer Marketing Manager
Mike Harland – Digital Director
Brendan Hewitt – Senior Digital Planner
Gareth Treacher – Digital Campaign Manager
Creative Agency: Saatchi & Saatchi NZ
Antonio Navas – Executive Creative Director
Corey Chalmers, Guy Roberts – Creative Directors / Creative Team
Paul Wilson – Business Director
Jono Bates – Account Director
Willie Lyons – Account Executive
Murray Streets, Ian Hulme – Planning Team
Anna Kennedy – Agency Producer
PR Agency: Porter Novelli
Joanna James, Natasha Gillooly – Account Directors
Aidan Cunningham – Account Manager