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.

https://www.youtube.com/watch?v=U31_YgVe8bg

https://www.youtube.com/watch?v=VLR7xhjIaGM

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’.”

Credits

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