Tui Beer Plumber
We worked with Tui’s advertising agency, Saatchi & Saatchi, to get a bunch of lads to plumb their mate’s house with beer. The prank was captured with 14 hidden cameras and uploaded to YouTube.
The challenge was to get Tui’s Beer Plumber campaign noticed, both in New Zealand and globally.
So, we pitched the story to media in the UK and US first and emphasised the prank rather than the involvement from Tui. International media interest turned the heads of NZ journalists who may well have shunned the story as too commercial. We media trained the main characters – the lads – and extended media coverage with interviews around the world.
The mainstream media coverage secured in New Zealand and globally drove the initial video views and social media sharing. In just over a week, we had clocked up 7.8 million views. It was the most-watched New Zealand-produced video in 2013, seen by one in four Kiwis and viewed in more than 224 countries.
Fans of the prank shared it 51,000 times on Facebook in the first two days and we secured more than 317 million media impressions globally.
In March 2014, the campaign was awarded two Gold Axis awards in the PR / Experiential and Viral Film categories and the campaign also won the 2014 Public Relations Institute of New Zealand (PRINZ) Marketing Communications category.