TAB invites punters to enjoy their bet
TAB Sports Bet has launched a new ad campaign – and jingle – created by Frontier and audio house Song Zu aimed at selling “the thrill and excitement of what it feels like to have a punt”.
The ad was shot on location in Sydney with a soccer-themed version to follow.
Credits:
- Client: Tabcorp
- Agency: Frontier
- Managing Director: Neil Hoar
- Account Director: Kerrie Clempson
- Creative Director: Peter Townsend
- Agency Producer: David Steindl
- Production Company: Photoplay Films
- Director: Matt Kamen
- Executive Producer: Oliver Lawrance
- Producer: Chris Kamen
- Line Producer: Matt Barber
- Post Production: Cutting Edge
- Music Composition & Lyrics: Nathan Cavalleri
- Music Production: Song Zu
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Well, that pretty much sums up why TAB are losing out to the online bookies and Betfair.
They are stuck back in the 80’s, when they were a monopoly (and the whole blokes in blue singlets and stubbies look was perhaps relevant). Instead of giving me a reason to bet with the TAB, they are simply selling the online betting industry. Regular punters – the source of most revenue for the wagering industry – need a reason to bet with the TAB.
All you have to do it have a look at the competition to see how much innovation is taking place at present to attract these top tier customers.
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betting is for bogans
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they need to wear a blue singlet if they’re going to go home drunk and serve up some domestic abuse
*spoiler alert* – that’s the plot of the second TVC
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Hey TAB – can you please tell me where can I access 720p HD live streaming video on the App? Is this not a bit misleading?
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@ The Differentiator
3:39 here – It’s estimated 80% of Australians have a bet on the Melbourne Cup, so we can’t all be bogans (although I probably qualify).
However, this ad reinforces the reason why most women and non-bogans won’t be seen in a TAB outside of Melbourne Cup Day. Would you want to be associated with these yobbos?
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Well it’s certainly no “You get a run for your money” is it?
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If you’re going to write a jingle, wouldn’t you make it good?
This ad really stinks.
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Absolutely appalling. I feel like I’ve climbed into a Time Machine and travelled back 30 years.
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Did no one point out to the agency that the TAB Sportsbet brand doesn’t include betting on horse racing? That would be RaceTAB.
Anyway, the TAB is caught in a bind trying to compete with the online bookies, because they have massive overheads due to their vast network of agencies and simply can’t return as high a proportion of takings to punters as can some website that only employs 50 people. The online bookies guarantee the best possible price on racing and usually have better prices on sports, and the TAB have no way to match that. They’re trying to compete on convenience (hence the iPhone stuff in this ad) and on special bet types (hence the BIG6 campaign a while ago) but I don’t see that convincing punters to accept lower returns. This campaign certainly won’t stop the bleeding.
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