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UBET takes break from betting hostilities by installing scent of cut grass into flagship shops

Screen Shot 2015-10-08 at 4.13.08 PMBooking firm UBET has taken a different tact to rivals in the increasingly hostile wagering industry with a move to recreate the race day atmosphere in its flagship stores by installing the smell of  freshly cut grass.

The Tatts Group retailer said the scent will bring the Spring Carnival meets at Randwick, Caulfield and  Flemington “direct to the punters in the comfort of their new TAB”.

UBET General Manager, Brand, Penny Glasson, said it will “heighten the sports and entertainment experience”.

“Our new UBET retail outlets were designed to be a fully immersive experience with exceptional vision walls, cutting-edge audio, comfy seating and award-winning lighting,” she said.

“Adding scent really just completes the sensory journey and puts the punter right at the heart of the action.”

The approach is far removed from recent marketing tactics in the industry which has seen brands take digs at each other in move to win market share.

UBET itself was targeted earlier this year in a campaign which saw TAB take out newspaper adverts saying: “I’ll see you down the Ubet’ said no one ever”

Screen Shot 2015-10-08 at 3.32.40 PM

 

And just last month William Hill mocked TAB in two TV slots.

In a further sign of growing tension, a third spot promoting William Hill’s In Play live betting product – ads which did not run on TV because of network concerns over the legality of the service – Williams Hill described it as “so easy that a competitor even made a complaint”.

That was believed to be a reference to a complaint about In Play allegedly made by TAB to the Australian Communications and Media Authority.

The UBET scent stunt was created in collaboration with Scent Australia who said smell was the most “powerful of all the senses in affecting emotions”

Scent Australia co-director, Andrew O’Keefe, said: “The effect of installing the UBET retail outlets with fresh cut grass will help transport the punter to the track or field through the power of scent.”

Steve Jones

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