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
