With the AFL season over and the NRL season coming to an end this week, TAB is officially opening the betting season – the next two months of the Spring Racing Carnival.
Created by Whybin\TBWA Group Sydney, the campaign taps into the insight that, for men, the betting season holds the same excitement and passion as shopping does for women. The tongue-in-cheek campaign compares shopping and betting in a light-hearted way.
The campaign will be supported in many channels, including TV, digital, social, press, point-of-sale, outdoor, radio and CRM. It includes a number of engaging elements such as a giant shopping bag ‘ticket grab’ on-course activation with thousands of dollars worth of free bets up for grabs, as well as a ‘Punting Makeover’ competition where people can nominate their mates for the ultimate personal punting makeover by posting photos or videos to social media using the #puntingmakeover hashtag.
Adam Lee, Whybin\TBWA’s group head, added: “We’ve created a fun and engaging campaign that leverages a strong human insight. The thrill of a bargain can be compared to the thrill of backing a winner. It speaks to the passion for punting at this time of year.”
Tracy Marshment, TAB’s GM of Wagering Marketing, added: “As the leading brand in the market TAB is announcing, ‘it’s betting season, time to shop at TAB’.”
Executive Creative Directors: Matty Burton & Dave Bowman
Digital Creative Director: Russ Tucker
Senior Art Director: Clive Blackstone
Senior Writer: Ken Buchan
Group Head: Adam Lee
Account Director: Richie Taaffe
Campaign Managers: Hugh Fletcher & Charlie Kelly
Planning Director: Warwick Heathwood
Strategy Planner: Lucas Black-Dendle
TV Production: Jim Wilson & Katrina Maw
Print Production: Jonathan Pitcher & Nick Lilley
Digital Production: Sean Gardner & Lisa Chan
Media: OMD Sydney
Production Company: Plaza Films
Director: Dave Wood
Post production: The Editors