Auckland - Tui Brewery, Saatchi & Saatchi and five
keen lads have teamed up and brewed a special surprise for a good mate – by plumbing
his whole house with icy cold Tui beer. 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 clever
schemers, and up for a laugh. We also know the boys wouldn’t buy into faking it
so we needed to be authentic. We one hundred percent did this for real, and it
shows. Luckily, our hero Russ was a master hardcase 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 with 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 commented: “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.
A 7 minute film describing the action can be found here: http://www.youtube.com/watch?v=HG_wfMK7dko
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