TAB launches its app in space with help from M&C Saatchi

TAB users can now enjoy a consistent experience on its app, with its content and technical capabilities available anywhere in the country. But unfortunately, the app is still completely useless in space, as a new campaign explains.

NASA has been challenged by TAB as part of the campaign to accept the TAB app at the international space station. The mission to achieve this will be tracked in a series of social content pieces.

Meanwhile, the Earth-bound campaign is backed by Puccini’s Madame Butterfly as the updated features of the app, including venue mode and US sports content, are put on display.

The campaign was created by M&C Saatchi, which won TAB’s creative account in January 2019, and launched the new brand platform ‘Long May We Play’, eight months later.

The agency’s creative director, Cam Blackley, said M&C Saatchi is continually trying to push the boundaries in its work for TAB.

“We always aim to be bigger than the bet with TAB comms, now we’ve literally gone higher than the bet by joining the ranks of the world’s most ambitious brands. The TAB App is now the first app in space where it’s less than optimal, but I guess that’s the point,” he said.

Luke Waldren, EGM marketing, customer and product at TAB, said: “Taking the final step for our Queensland, South Australian, Tasmanian and NT customers, where they’ll join a TAB platform offering the best digital experience possible is really exciting for our business and customers alike. The ‘Launch Launch’ work from our M&C Saatchi team celebrates this in a way only TAB can. Long May We Play, everywhere in Australia (or in space).”

The campaign will be running across radio, press, digital, social and retail points of sale with the media strategy executed by OMD. The campaign will target Queenslanders, South Australians, Tasmanians and Territorians.


Luke Waldren – EGM Marketing, Customer & Product
Kent Madders – Head of Brand and Marketing
John Vellis General Manager Media & Sponsorship
Martin McEnery – Marketing Manager, Product
Matthew Silk – Marketing Manager, Racing
Edward Keir – Marketing Coordinator – Sport

M&C Saatchi
Cam Blackley – Chief Creative Officer
Doug Hamilton – Creative Director
Chris Cheeseman – Head of Art
Matthew Harrington – Integrated Craft Designer
James Nielson – Senior Designer
Lill Schroeder – Senior Broadcast Producer
Loren August – Head of Broadcast
Henry Welch – Associate Executive Producer
Russell Hopson – Group Managing Director
Nick Jacobs – Head of Strategy
Jasmina Porter – Group Head
Joshua Johns – Account Director
Kurt Griffin – Account Manager
Dean Trendler – Project Director

OMD, Australia


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