Tui's Catch-a-Million campaign captured the imagination of the Kiwi public, the Kiwi media and global ad awards judges last season. And, with a bit of tweaking, the idea is back for the ICC Cricket World Cup, which kicks off on Saturday in Christchurch.
A watered-down version of the competition ran during the recent ANZ Series, although no-one took the 'money can't buy' prize on offer. But Tui, which bid for the booze sponsorship rights for the New Zealand games of the Cricket World Cup, is putting up $1,000,000 for the big event. This time, in an effort to increase support for the local contenders, the cash prize on offer for anyone who wears a Tui t-shirt (punters can get them for $30 here, at the game or through on-pack promotions and this year no lanyard is required) and cleanly catches what Danny Morrison would call a 'maximum' with one hand goes up every time the team advances through the tournament.
It's slightly more complicated than last time, but, as the above diagram shows, the cash will be split between each person who takes a catch at any of the 23 ICC Cricket World Cup 2015 matches held within New Zealand. If the Blackcaps win, the cash pool will be $1 million (so, if there are only two catches like last year, that would be $500,000 each).
Tui managed to rope in a few Blackcaps for the promo picture. And it's been promoting the return of the campaign through TV, social media and instore.
Last year, the Sky commentators got into the spirit of the campaign (although Tui's William Papesch, who moved to Australia last year, said: "You can't buy commentators to make them talk about a promotion. But it became a big part of the games so it was pretty hard for them to ignore.") And, once again, the campaign already seems to be getting plenty of PR support, with The Crowd Goes Wild already doing a rigorous study into the science behind the one-handed catch and an interview with one of last year's successful catchers.
Elsewhere in the world of cricket-related marketing, ANZ's Dream Delivery unity has brought smiles to the dial of two young cricket fans, with the assistance of Sputnik. And there will be more of them to come over the World Cup as part of its Dream Big campaign.