Mitre 10 Dream Home finished up a couple of weeks back (and it didn't quite manage to beat the 2012 numbers for The Block NZ). But Tui has created its own, male-centric dream home, with an entertaining prank that saw a number of kegs plumbed into an Auckland house so that every tap poured cold beer.
Sean Brown, a builder, got four of his tradie mates to help play a trick on his older brother, Russell and then, with the help of a bunch of hidden cameras, captured the response when he and his wife returned home, to the joy of the men watching on from next door.
Porter Novelli's Aidan Cunningham was not able to be contacted to confirm who was behind the stunt (just as Moa was unable to find out who actually owned Tui a couple of weeks back).
UPDATE: Saatchi & Saatchi is behind this one, and it's thought to be the start of a wider campaign.
And here's the release:
It took months of planning, a team of the brewery’s best beer technicians, an up-for-it plumber, 14 cameras, a heap of kept secrets and a generous helping of fresh Tui beer to turn a house-load of everyday taps into a dream come true.
Says Corey Chalmers, Creative Director: “Tui drinkers are schemers, clever buggers and like a laugh. We also know they don’t buy into bullshit so we needed to be totally authentic. We one hundred percent did this for real, and it shows. Luckily, our hero Russ was a master hardcase bugger himself so once the deed was done, he was completely into the idea.”
Says William Papesch, Tui Marketing Manager: “At the Tui Brewery, there’s always something brewing, and when we’re not making a quality drop our mission is to give the boys ingenious ways to get together for a few beers. Like all great plans, we’re stoked how well it all came together and we couldn’t have asked for a better bunch of guys to bring it to life. Even if we now don’t have fingernails after a hair-raising shoot.”
Guy Roberts, Creative Director: “it went without a hitch, although the plumber did have to make sure it was properly connected so we didn’t feed beer back into the city water supply!”
The campaign launched via YouTube on Sept 17, gaining nearly four million views in its first 48 hours and huge attention from the world media. Multiple versions include a seven-minute version for the whole story, a 90 second edit, with 90, 60 and 15 second TVCs to follow. The campaign includes extensive social media support, billboards, POS, online and GWP promotions.
Speaking of Tui, it's jumped into bed with Burger King, which is creating two limited-time burgers using Tuimato and BarBTui sauces as part of a pub-themed King’s Tavern menu.
“The Tui Brewery has been feeding the backs since 1889, so we are well aware the lads need quality sustenance before catching up for a few beers and a laugh," says William Papesch, Tui marketing manager. "Sure, Tui is best known for our iconic beer, but Kiwis have also developed a liking for our Tuimato and BarBTui sauces. Burger King’s new King’s Tavern menu showcases these popular sauces and the fruits of a great team effort, a must try for all Kiwi lads."
The campaign was teased on Facebook when a number of the Tui Brewery’s Yeah Right! billboards appeared with the line ‘Burger King and a brewery. That’ll never work.’ The first of two TVCs made by Flying Fish launched last week and the campaign will also include digital elements, POP, and a promotional vouchering mechanic that drives people from Burger King to purchase Tui, and vice versa. As one Facebook comment suggested, perhaps Tui will soon be in the drink dispenser.
Credits for Tui:
Client: DB Breweries
Jarrod Bear - Group Marketing Manager
William Papesch - Tui Marketing Manager
Mike Rutledge - Tui Brand Manager
Agency: Saatchi & Saatchi
Executive Creative Director: Antonio Navas
Creative Directors/Creative Team: Corey Chalmers, Guy Roberts
Agency Producer: Anna Kennedy
Account Team: Paul Wilson, Marcelle Baker, Jonathan Bates, Willie Lyons
Planning Team: Murray Streets, Ian Hulme
Production company: 8Com
Director: Andy Morton
Executive Producer: Katie Millington
D.O.P: Aaron Morton
Editor: Dan Kircher
Sound Design: Franklin Road
Post Production: Blockhead
Media Agency: Spark phdiq
Digital Agency: Union Digital
Seeding Agency: Giant Media and Porter Novelli International
Public Relations: Porter Novelli
Credits for King's Tavern:
Creative Chairman Nick Worthington
Creative Director Levi Slavin
Art Director Jim Walsh, Eloise Jack, Justin Wood
Copywriter Graeme Clarke, Salah Ben-Brahim
Group Account Director Victoria Graves
Senior Account Manager Anna Holloway
Account Director (DB Breweries) Sophie Martignier
Account Manager (DB Breweries) Siva Clement
Agency Producer Katie Knight
Production Company Flying Fish
Production Company Producer Samantha Attenborough
Director Ryan Heron
Sound Design Franklin Road
Post Production Mandy/Toybox
GM Marketing, Burger King James Woodbridge
Brand Manager, Burger King Lauren Andrews
Marketing Development Manager, Burger King Andrea Spearman
Group Marketing Manager, DB Breweries Jarrod Bear
Marketing Manager, Tui William Papesch