Tui is New Zealand's favourite beer brand, but not the most consumed. They wanted to extend its awareness through sponsorship to a broader consumer group beyond the traditional target, NZ men aged between 23 and 29.
Watching cricket and enjoying a beer with mates are key ingredients of the classic New Zealand summer, so the partnership of Tui as the official beer of NZ Cricket was a perfect match. However, In NZ you can’t advertise alcohol before 8.30pm – and games occurred during the day. Along with this, NZ Cricket were about to heavily reduce sponsor branded stadium signage, which would heavily impact Tui’s brand visibility and relegate their partnership to the back-benches.
So how could Tui leverage their sponsorship, and add to the experience?
Solution: Turn the stadium Tui-orange with the Tui 'Catch a Million' promotion. Catch a 'six' (like a home-run) one-handed at the cricket match while wearing an official Tui orange T-shirt to win a share of over $1m. Each catch was worth $100,000 (Total pool of $1.2m - one catch per match).