Tui cricket campaign set to return

The chance to take a $100,000 catch returns to New Zealand cricket grounds this season. Photo / Christine Cornege

DB Breweries has won the prestigious Grand Effie award for its "Catch A Million" campaign last summer.

Cricket fans at games won $100,000 prizes for catching a six - provided they wore a T-shirt in Tui Brewery trademark orange.

There will be another sea of orange at international cricket matches this summer with DB and Tui repeating the promotion.

The prize per catch for the coming campaign is yet to be determined.

The campaign boosted revenue and market share for Tui in a challenging mainstream beer sector.

DB says "Catch a Million" will be back for the 23 games played in New Zealand for the Cricket World Cup, with the prize pool depending on where the Black Cups wind up in the competition.

Tui orange T-shirts will also be at the pre-tournament ANZ Series, with winning catches scoring prizes to attend the World Cup final at the Melbourne Cricket Ground for the catcher and three guests.

Awards and revenue success has been a boost for DB and its ad agencies, led by Saatchi & Saatchi.

DB spokesman Matt Wilson said the Effies win marked great collaboration between DB's marketers who conceived the idea, Saatchi & Saatchi, public relations agency Apollo National and media agency Spark PHD.

A summary from the Advertising Effective Awards said the campaign's brilliance was in its simplicity and it worked on NZ cricket fans' belief that they could do as well as the players.

A case study noted the success of the campaign was linked to the involvement of the broadcaster Sky TV, whose commentators had mentioned the promotion throughout coverage while crowd shots invariably showed a sea of orange Tui shirts.

The partnership with Sky had also resulted in the promotion being featured on key programmes associated with cricket.

The Advertising Effectiveness awards are highly regarded in marketing, especially among advertisers, because they represent different disciplines in marketing and include the commercial success.