TAB Boldly Goes Where Other Brands Have Gone Before (But No App Has) In New Campaign Via M&C Saatchi
Brands launch new products in all kinds of ways; This week, TAB boldly decided to do theirs from space, heralding the enhanced content, products and experience that are now available on a national scale with their ‘Launch Launch’.
It’s been a monumental two and a half years for TAB since the completion of the Tabcorp and Tatts Group merger. Over this short period, the formerly Tatts Group run UBET business enjoyed a complete rebrand, while TAB was repositioned through the Long May We Play brand platform in all markets.
The space ‘Launch Launch’ highlights TAB’s technical capabilities to Queenslanders, South Australians, Tasmanians and Territorians and now provides a consistent experience for customers betting with TAB anywhere in the country.
Set to Puccini’s ‘Madame Butterfly’ and reflecting on how the brilliance of the TAB App is simply wasted in space, but incredible on earth, the spot features hero products that are major updates for the audience, such as Venue Mode and US sport content, all stitched together with the familiar sounds of a space mission floating in the stratosphere.
“We always aim to be bigger than the bet with TAB comms, now we’ve literally gone higher than the bet by joining the ranks of the world’s most ambitious brands. The TAB App is now the first App in space where it’s less than optimal, but I guess that’s the point.” says Cam Blackley, M&C Saatchi’s Chief Creative Officer.
Luke Waldren, EGM Marketing, Customer and Product at TAB said “Taking the final step for our Queensland, South Australian, Tasmanian and NT customers, where they’ll join a TAB platform offering the best digital experience possible is really exciting for our business and customers alike. The “Launch Launch” work from our M&C Saatchi team celebrates this in a way only TAB can. Long May We Play, everywhere in Australia (or in space).”
Working with OmD, the TV campaign will be supported through radio, press, digital, social and retail point of sale.
As part of the campaign, NASA has been challenged by the team to accept the TAB App at their space station, to demonstrate its prowess and stature. Whether or not the team reaches them and their journey and bid for NASA stardom will be documented through a series of social pieces to help tell that story. All of these elements help herald TAB as the first wagering brand to launch an app into the stratosphere.
TAB
Luke Waldren – EGM Marketing, Customer & Product
Kent Madders – Head of Brand and Marketing
John Vellis General Manager Media & Sponsorship
Martin McEnery – Marketing Manager, Product
Matthew Silk – Marketing Manager, Racing
Edward Keir – Marketing Coordinator – Sport
M&C Saatchi
Cam Blackley – Chief Creative Officer
Doug Hamilton – Creative Director
Chris Cheeseman – Head of Art
Matthew Harrington – Integrated Craft Designer
James Nielson – Senior Designer
Lill Schroeder – Senior Broadcast Producer
Loren August – Head of Broadcast
Henry Welch – Associate Executive Producer
Russell Hopson – Group Managing Director
Nick Jacobs – Head of Strategy
Jasmina Porter – Group Head
Joshua Johns – Account Director
Kurt Griffin – Account Manager
Dean Trendler – Project Director
Media
OMD, Australia
Please login with linkedin to comment
TABLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.