DB Breweries: Catch a million – How Tui got people watching the crowds as well as the cricket

This case study explains how Tui, the beer brand owned by DB Breweries, made spectators into participants during its sponsorship of New Zealand's cricket team.

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....

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