TAB Embraces Heritage And Leadership With Brand Relaunch

TAB Embraces Heritage And Leadership With Brand Relaunch
SHARE
THIS



TAB has undertaken a significant brand repositioning on the eve of the AFL and NRL Final Series. The relaunch, brought to life through TAB’s new We Love A Bet campaign, is designed to reinforce TAB through a new position, a new tone of voice and new creative.

Embracing TAB’s Australian heritage, the We Love A Bet campaign captures TAB’s role in the unique experience of placing a bet with TAB.

Led by a series of advertising across television, radio and digital platforms, the campaign commences on Sunday August 28.

The TV commercials feature sporting legends Chris Judd, Greg Hall and Mark Geyer with punters reliving the times these stars transformed a TAB bet into an unforgettable social memory, all to the soundtrack of Bon Jovi’s Always.

Tabcorp’s chief marketing officer Claire Murphy said: “TAB’s new campaign has been developed to remind customers that TAB creates more memorable experiences than anyone else.

“A bet isn’t just a transaction with us, it is something more social, more entertaining and something that is in our Australian DNA which TAB has always been and will always be part of.

“The campaign is designed to remind our customers that we offer more social experiences than digital alone. We are in pubs, clubs and on track.  We create social currency.

“We want punters to remember that TAB has always been there as an enduring part of their lives, whether it was two years ago or twenty years ago.”

Paul Nagy, executive creative director for Clemenger BBDO, said: “As Australians we love the beach, we love a beer and we love a bet. It’s part of who we are. And there’s no brand that encapsulates this Aussie passion for betting more than TAB.”

CREDITS

Client: TAB

Chief marketing officer: Claire Murphy

General manager marketing, wagering: Simon Jarvis

Head of marketing and communications: Victoria McCrea

Agency: Clemenger BBDO Sydney

Executive creative director: Paul Nagy

Head of copy: Chris Pearce

Senior art director: Dave Lidster

Copywriter: Tom Russell

Art director: Dan Walton

Head of craft: Daniel Mortensen

Agency TV producer: Denise McKeon

Post producer/ department supervisor: Kirstin Lees

Senior sound engineer: Anthony Tiernan

Senior editor: Toby Royce

Editor: Alex Guterres

Senior print producer: Steve Tindall

Print producer: Emma Boreland

Finished artist: Anna Ballard

Senior designers: Hayley Norman, Pez Perry

Studio junior: Dave Kirk

Creative re-toucher: Giles Davies

Managing director: Emily Perrett

Account director: Francesca Clifford

Account manager: Erin Maguire

Account executive: Rachel McEwen

Planning director: Bronwyn Galvin

Production company: Plaza Films

Director: Paul Middleditch

Managing director/EP: Peter Masterton

EP/head of projects: Megan Ayers/Linda Sapier

DOP: Tristan Milani

Edit house: The Editors

Editor: Jessica Mutascio

Media: OMD

Performance digital: Atomic 212

Please login with linkedin to comment

StreamCo Woolworths

Latest News

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films
  • Marketing
  • Media

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films

Independent communications group Bastion Collective has announced its has acquired Bengar Films, a multi award-winning creative production agency based in Melbourne. The acquisition will enable Bastion Collective to merge the significant expertise of Bengar Films with its existing Sydney-based content production business Bastion Stadium, which will rebrand to Bastion Films as part of the integration. […]

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season
  • Media

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season

The siren may have sounded on round one, but the salacious controversies and delicious drama surrounding Australia’s favourite posse of WAGs is just kicking off. Network 10 has announced that Playing For Keeps is returning to television screens in 2019. The new series will continue to lift the curtain on the seductive world of football’s elite, […]

Slack Makes Brand Campaign Debut Down Under
  • Campaigns
  • Media

Slack Makes Brand Campaign Debut Down Under

This week, the collaboration hub app Slack is making a colourful splash down under, with the launch of its inaugural outdoor brand campaign. The campaign is aimed at helping Australian office workers and business travellers improve collaboration at work. Running throughout November, the campaign “Collaborate with Slack” features out-of-home advertising in office buildings on the […]

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose
  • Campaigns

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose

The Southern Sydney Regional Organisation of Councils (SSROC) has launched a new campaign to raise awareness of improper recycling habits with a humorous retro video via Sydney agency Paper Moose. The campaign aims to educate residents on unbagging their recyclables before disposing of them in the yellow bin. Recycling in plastic bags can’t be recycled […]

Magnum & Co Makes Four New Appointments
  • Marketing

Magnum & Co Makes Four New Appointments

Following a number of new business wins, independent communications agency Magnum & Co has announced hour new hires. Holly Saich joins the agency as brand leader from London-based agency TRO (TBWA sister agency and part of the global Omnicom network), having led campaigns for Vespa, Jim Beam, Rolls-Royce Motor Cars, Air New Zealand, and UGG. […]

Cannings Purple Bolsters Digital Content Team With Trio Of Hires
  • Marketing

Cannings Purple Bolsters Digital Content Team With Trio Of Hires

WPP-owned strategic communications consultancy Cannings Purple has announced three new appointments to its design and digital team. Simon White (pictured above, middle) has joined Cannings Purple as content editor, Glenn Langridge (pictured above, left) has arrived in the role of digital marketing manager, and Morgan Ballantyne (pictured above, right) is the firm’s new media intelligence […]