Created by Whybin\TBWA Group Sydney, TAB has launched ‘More Than Just Winning’, their new campaign that twists the conventions of Australian sports coverage and interviews by treating customers’ experiences of the TAB as if they were sporting and racing moments.
TAB. ‘More Than Just Winning’ forms the backbone of all of the brand’s key communications which started with a new marketing push during the football finals and is continuing during the spring racing carnival.
Tracy Marshment, TAB’s GM of wagering marketing added: “More Than Just Winning is a great summation of the TAB brand’s philosophy and appeal. We are about more than just the result itself. Our benefit to the customer is two fold: the stories and experiences that happen between friends when they bet together and the great products, innovations, guidance and value that TAB offers beyond the result.”
Wesley Hawes, Whybin\TBWA’s executive creative director added: “We love the new More Than Just Winning positioning for TAB. It’s a big, brave platform idea that gets off the pitch and the track and instead focuses on our customers’ real stories and experiences. All we’ve done is use the language of sports coverage but turned the cameras around from the event itself in order to capture these genuine moments with our punters.”
The fully integrated campaign will be supported via multiple channels including TV, digital, social, press, point-of-sale, experiential, radio and CRM.
Agency: Whybin\TBWA Group Sydney
Executive Creative Directors: Gary McCreadie & Wesley Hawes
Digital Creative Director: Russ Tucker
Creative Director: Mark Cimarosti
Senior Creatives: Ken Buchan & Clive Blackstone; Dave Roberts & Tim Chenery
Executive Planning Director: Hristos Varouhas
Account Directors: Richie Taaffe
Campaign Managers: Hugh Fletcher, Charlie Kelly & Ben Shapcott
TV Production: Rachel Solomon & Jennifer Glendining
Print Production: Jonathan Pitcher & Nick Lilley
Production Company: Jungle Boys
Director: Scott Pickett
Post Production: Fin
Sound Design: Nylon
Photographer: Gerrard Needham
Media: OMD Sydney & Atomic 212 Group