TABtouch enlists rocker Gene Simmons in new brand platform from Clemenger BBDO Sydney

Racing and Wagering Western Australia’s TABtouch and rock music legend Gene Simmons are encouraging punters to use their ‘touch’ in a new brand campaign.

‘The Touch’ campaign is the second Clemenger BDDO Sydney has created for the brand since winning the creative account in June last year and marks the launch of a new brand platform that heroes TABtouch customer’s belief of having a knack for picking a winner, while reminding them to use it wisely.

Spearheaded by three TVCs, the campaign sees Simmons reverse the traditional rock star and fan roles, becoming a fan of lead character, an everyday TABtouch punter. The rocker appears before the punter at unexpected moments with a theatrical performance of 80s Stan Bush hit ‘You’ve got the touch’.

In the 45 second Sports spot, the punter sits with friends in a bar watching a sports game, displaying his knack for predicting the outcome. As the punter says ‘guarantee he makes this’, Simmons appears behind him, serenading him with the campaign anthem in a theatrical performance that ends with him floating up off camera.

The Racing spot follows a similar storyline, with the punter being interrupted by Simmons on the racecourse as he considers the odds of a horse passing by.

The series culminates with an ‘unplugged’ iteration of the campaign, where Simmons’ reminds punters to gamble responsibly.

Clemenger BBDO Sydney executive creative director Brendan Willenberg said, “When TABtouch came to us with the brief to go big, we took them literally by getting the seven-foot Gene Simmons to rip out an old 80s anthem that worships the punter. They’re a lot of fun and already doing wonders for the brand.“

TABtouch head of marketing Katie Roberts, “We’re thrilled to be launching our new ‘The Touch’ brand campaign together with the Clemenger BBDO Sydney team who have built on the equity of TABtouch to bring some fun and excitement to the brand. Here at TABtouch, we are in the business of entertainment, so who better to front our campaign than the ultimate entertainer Gene Simmons.”

Michael Downing, director at Sweetshop said, “These scripts had me with ‘that’s not a horse mate, that’s Gene Simmons from KISS’. This is the comedy I like to do. Smart, reality-based ideas with Gene Simmons. In a pub. With a chicken parmie. Ordinary folks trying to go about their day and when juxtaposed with the Glam Rock world they ignite a quiet explosion of comedy. And then there’s Dene the Head Banger who lives in his Mother’s basement. That’s actually me!”

The campaign is running nationally on Sky Racing and in WA on subscription and free to air TV, print, OOH, digital and radio, with more TVC spots to come in the future.

Clemenger BBDO has also refreshed TABtouch’s brand design to bring it into the modern era with a bold new visual identify to be used across audience touch pints.

Updated TABtouch logo


General Manager: Wagering Michael Saunders
Head of Marketing: Katie Roberts
Wagering Brand, Marketing and Sponsorship Manager: Brian Murphy
Wagering Marketing Campaign Lead: Claire Rocca

Clemenger BBDO Sydney
Executive Creative Director: Brendan Willenberg, Darren Wright
Creative Director: Roy Leibowitz
Creative Director: Chris Wilson
Head of Integrated Production: Claire Bisset
Executive Producer: Nick Canham
Senior Designer: María Fernanda AncinesClient Services Director: Jade Clark
Senior Account Director: Adriana Robbins
Account Manager: Athina Bambaliaros
Creatives: Rowan Foxcroft, James Beswick

Senior Designer: María Fernanda Ancines

Production company: Sweetshop
Director: Michael Downing
Managing Director: Edward Pontifex, Sweetshop Australia
Managing Director: Jeff Miller, Sweetshop USA
Managing Director: George Meeker, Sweetshop USA
Executive Producer: Greg Fyson
AU Producer: Helen Morahan
US Producer: Mark Conley
Staff Production Manager: Ian Jameson

Sound: Rumble Studios
Sound House: Rumble Studios
Sound Designer: Tone Aston
Sound EP: Michael Gie

The Editors
Editor: Stuart Morley
Producer: Liv Reddy
Assistant Editor: Grace O’Connell
Colourist: Fergus Rotherham
Flame Artist: Andy McKenna
Flame Artist: Stu Cadzow

Black Madre Studio, Sāo Paulo
Creative Director: Andre Maciel
Illustrations Production Agency:
Create Agency, Amsterdam
Producer: Arnold van den Berg


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