TAB Launches ‘More Than Just Winning’ Via Whybin\TBWA Group Sydney

TAB Launches ‘More Than Just Winning’ Via Whybin\TBWA Group Sydney

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.

https://youtu.be/1oTJNUxJaEI

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.

Credits

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

 




Please login with linkedin to comment

Netrok Ten StreamCo

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]