TAB will launch ‘We Love a Bet’ on August 28, a brand re-positioning campaign featuring sporting legends Chris Judd, Mark Geyer and Greg Hall in an attempt to shift the company’s focus to its Australian heritage.
The campaign, created by Clemenger BBDO, looks at the non betting side of the TAB, highlighting how great it feels to be a fan.
The three 30-second ad spots feature fans comically singing Bon Jovi’s ‘Always’ to each of the sporting heroes, with flashbacks to the moment each footy player changed the life of a fan.
Claire Murphy, chief marketing officer at Tabcorp, said: “TAB’s new campaign has been developed to remind customers that TAB creates more memorable experiences than anyone else.”
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“A bet isn’t just a transaction with us, it is something more social, more entertaining and something that is in our Australian DNA which TAB has always been and will always be part of.”
Paul Nagy, executive creative director, Clemenger BBDO, said: “As Australians we love the beach, we love a beer and we love a bet. It’s part of who we are. And there’s no brand that encapsulates this Aussie passion for betting more than TAB.”
The first two ad spots will be released on Sunday August 28, with the third, featuring Greg Hall, to be unveiled in mid September. The campaign will be rolled out on television, radio and digital.
CREDITS
Client: TAB
- Chief Marketing Officer: Claire Murphy
- General Manager Marketing, Wagering: Simon Jarvis
- Head of Marketing and Communications: Victoria McCrea
Agency: Clemenger BBDO Sydney
- Executive Creative Director: Paul Nagy
- Head of Copy: Chris Pearce
- Senior Art Director: Dave Lidster
- Copywriter: Tom Russell
- Art Director: Dan Walton
- Head of Craft: Daniel Mortensen
- Agency TV Producer: Denise McKeon
- Post Producer/Department Supervisor: Kirstin Lees
- Senior Sound Engineer: Anthony Tiernan
- Senior Editor: Toby Royce
- Editor: Alex Guterres
- Senior Print Producer: Steve Tindall
- Print Producer: Emma Boreland
- Finished Artist: Anna Ballard
- Senior Designers: Hayley Norman, Pez Perry
- Studio Junior: Dave Kirk
- Creative Retoucher: Giles Davies
- Managing Director: Emily Perrett
- Account Director: Francesca Clifford
- Account Manager: Erin Maguire
- Account Executive: Rachel McEwen
- Planning Director: Bronwyn Galvin
Production Company: Plaza Films
- Director: Paul Middleditch
- Managing Director/EP: Peter Masterton
- EP/Head of Projects: Megan Ayers/Linda Sapier
- DOP: Tristan Milani
Edit House: The Editors
- Editor: Jessica Mutascio
Media: OMD
Performance Digital: Atomic 212