DB Breweries: Catch a million - How Tui got people watching the crowds as well as the cricket
Summary
The collaborative team of Saatchi & Saatchi, ApolloNation and SparkPHD helped DB Breweries transform a standard beer summer sports sponsorship into a powerful experiential and sales driver for its Tui brand. By focusing on the fan experience, it turned spectators into participants, and turned stadia across New Zealand into a sea of Tui orange. Perhaps most importantly, this activation made Tui synonymous with the Black Caps home summer cricket series in 2013.
Key learnings
"Catch a Million's"brilliance was its simplicity....