TAB changes tack with launch of 40-week ‘always on’ strategy
Betting firm TAB has switched from a campaign-specific marketing strategy to an “always-on” approach with the launch of a 40-week advertising blitz in New Zealand targeting live racing and sport.
The company described the move as a “big step change” with TV ads supported by an integrated content partnership with Stuff.co.nz.
Sugar&Partners developed the creative, called Are You In?
“This approach is a really exciting move for us, not only having a unified brand vehicle to use across campaigns, we are now also able to be topical and relevant to our audience across every media touch point,” TAB campaign manager Katherine O’Connor said. “The retail television and digital layer will be a great marketing tool that we will be refreshing multiple times per month.”
The media planning, led by MBM, centers around following the fan through the pre-game hype on social media, online blogs and news sites through to TV ads surrounding live games. Digital and social are used to encourage conversations and deeper engagement with its Facebook fans.
TAB will own key TV slots during events and run live related odds across desktop, tablet and mobile editions.
S&P creative creative director Dave Nash said the ads are based around a rollercoaster to depict the “tension, exhilaration and real excitement” that comes with placing a bet.
“The campaign represents this feeling coming to life in a literal way, underpinned by Magic Carpet Ride, the rollercoaster creates an entertaining flexible brand device,” he said.
Fellow creative director Damon O’Leary added: “Are you in? Is a natural progression for the brand and sums up what’s on offer, inviting you to get involved. It builds on the competitive nature of backing the right team and the payoff between mates as well as the financial reward.”
Credits:
TAB
Executive General Manager – Glenn Patrick
Head of Marketing and Digital Sales – Mike Heath
Senior Marketing Manager – Kevin Broome
Campaign Manager – Katherine O’Connor
Sugar&Partners
Creative Directors – Dave Nash & Damon O’Leary
Head of Planning – Tania Stevenson
Group Account Director – Dennis Carroll
Account Directors – Campbell McLean & Julianne Hastings
Digital and Social Account Manager – Kate Ferriman
Head of Art – Hamish McArthur
Agency Producers – Nick Barnes & Chloe Sutherland
Creatives – Dave Nash, Damon O’Leary, Daniel Nelson and Vikki Cheng
Retoucher/Design – Gary Butcher.
MBM
Managing Director – Sean McCready
Business Director – Will Tran
Senior Trading Manager – Adria Peck
Digital Media Planner/Buyer – Sahri Armstrong
Digital Media Assistant – Ben Jones
TOYBOX
Director – Andrew Newland
Producer – Nanette Miles
DoP – Renaud Maire
Editor – Julian Currin
Colourist – Andrew Brown
Flame Artist– Leoni Willis
CG: Lerni Ang & Terry Nghen
Liquid Studios
Audio Engineer – Craig Matuschka
Grammar police… “TAB changes tack”, not “tact”…
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Wrong! I believe you’ll find TAB has in fact changed tack.
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Thanks Jon,
Changed now.
Cheers,
Alex – editor, Mumbrella
oh great!! gambling advertising is coming our way — this sucks!! Wonder if this will run foul of NZ’s anti-gambling laws?!?
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