Tui brew earns longer view: viral video gets six million hits as extended version hits the spot

  • Advertising
  • October 10, 2013
  • Amanda Sachtleben
Tui brew earns longer view: viral video gets six million hits as extended version hits the spot

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.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Gray matters: microbrands are social brands

  • Voices
  • November 16, 2018
  • Graham Medcalf
Gray matters: microbrands are social brands

When I saw StopPress introducing Zavy’s Social Scoreboard, I couldn’t help thinking that comparing how the top 25 traditional media advertising spenders in New Zealand have performed on social media, is great, as far as it goes; but it is microbrands that have been the greatest beneficiaries of advertising on social sites.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit