It's often said people browsing the web have little appetite for long videos, but Tui's proved that wrong with its viral beer prank.
The beer plumber stunt created by Saatchi and Saatchi, featuring a builder and his tradie mates launched on 17 September. The 90 second version has had about 2.65 million views while the seven minute version has had more than 3.5 million.
Tui marketing manager William Papesch says it targeted offshore media coverage through PR agencies Porter Novelli, and Giant Media in the US, and several big overseas blogs decided to showcase the longer version. An option at the end of the 90 second version to view the extended clip also made a difference, he says.
"In the past Tui's been what we'd call a passive entertainer," he says. "But going forward we wanted to play an active role in consumers' lives, specifically having a beer with their mates."
The campaign also fitted with its new brand mantra of "something's always brewing".
Views were weighted in favour of international visitors, with half a million from New Zealand and the rest from overseas, says Papesch.
Several Kiwi media outlets also featured the videos, including breakfast television and mainstream radio stations.
“The campaign success has come from the authenticity of the guys pulling off the idea for real," Papesch says.
The TVC will start airing on 13 October.