TAB pushes for punters to download Government’s COVID Safe app

Betting company TAB has told punters that if they want to come out to “play”, they will need to download the Government’s COVID Safe app.

The stirring ad shows an empty stadium overrun by seagulls, and attempts to remind consumers of the joys they are missing due to the current restrictions.

The NRL is set to return on 28 May and round two of the AFL will start on 11 June, however fans will not be returning to the stands until Government restrictions are further eased.

M&C Saatchi chief creative officer, Cam Blackley, said the brand’s aim of getting more people on board with the app was ambitious.

“There’s not many sport nuts that aren’t dying to be reunited with a hot pie or overpriced bucket of chips in the stands right now,” he said.

“Having TAB lend its weight to hit the 10 million downloads target of COVID Safe to achieve that goal allows this iconic brand to once again elevate the conversation above the bet (albeit with tongue wedged firmly in cheek). It’s ambitious but worth a shot.”

TAB’s executive general manager of marketing, customer and product, Luke Waldren, added: “We know Aussies are eagerly awaiting not only the return of sport, but to be able to enjoy it with their mates as well. So, we’re encouraging fans to put rivalries aside and unite to help ‘play find a way’ and the fastest way to do that is to download the COVID Safe app.”

The print ad that launched the campaign last week

The campaign kicked off last week with national press and a QR code enabled pie, that when scanned takes users to the COVID Safe landing page. The ‘Requiem for a Pie’ TVC will appear on screens from today.

M&C Saatchi won TAB’s creative account in January 2019, and launched the ‘Long May We Play’ brand platform the following September.


Cam Blackley – Chief Creative Officer
Doug Hamilton – Creative Director
Chris Cheeseman – Head of Art
Matthew Harrington – Craft Designer
Simon Kent – Creative Technologist
Nick Jacobs – Acting Head of Strategy
Jasmina Porter – Group Head
Will Woods – Senior Account Director
Joshua Johns – Senior Account Manager
Kurt Griffin – Account Manager
Dean Trendler – Project Director
Ros Payne – Senior TV Producer
Lill Schroeder – Senior Broadcast Producer
Greg Hyslop – Lead Print Producer

Luke Waldren – EGM Marketing, Customer & Product
Kent Madders – Head of Brand and Marketing
John Vellis – General Manager Media & Sponsorship
Jonathon Rhydderch – Senior Marketing Manager
David Marsh – Marketing Manager, Sport

Production Company – Revolver/ Will O’Rourke
Matt Devine – Director
Michael Ritchie – MD / EP
Pip Smart – EP
Alex Kember – Producer
Stefan Duscio – DP
Dan Lee @ ARC Edit – Editor

Resolution Design

OMD Australia


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