Leveraging spiking tennis and sports betting interest around the 2019 Australian Open, TAB has launched a new campaign promoting the brand’s improved ‘In Play’ betting experience.
The TAB ‘In Play’ zone offers punters a suite of fresh technology features enabling them to put bets on live sport with always-on, real-time updating betting options, live scores and event information.
Thus the campaign message is that viewers can now leverage a betting opportunity as soon as they see it play out on their screens.
The campaign is spearheaded by a hero, 30-second television commercial.
The sport’s creative sees two friends place bets in rhythmic time matching each serve being played out on the television in front of them: with the characters making mock tennis shouts and cries on each hit (as if they themselves are playing out the points).
The campaign, which was launched to coincide with the start of the Australian Open (2019’s first major global sports event), was created in harness with agency VMLY&R New Zealand and with MBM.
The new campaign, which debuted on 14 January, will run throughout the Australian Open on SKY TV and is supported with online video and also features on Trackside, TAB social and CRM channels.
“With the Australian Open tennis on our doorstep, we see it as the opportune time to introduce customers to our new ‘In Play’ betting experience,” said TAB head of strategic marketing Simon Jarvis.
“’In Play’ allows our customers to bet on live sport as it happens, wherever they are in the country. This coincides with the recent introduction of our fixed odds betting platform, that has led to the launch of a brand new TAB mobile app and website – a real game changer for TAB customers who will be able to enjoy a much more immersive digital user experience across all of our platforms,” he added.
“TAB’s brand is all about getting people more into the game. Now you can place bets throughout each event with ‘In-Play’ and feel even more involved in the action,” commented VMLY&R creative director Guy Denniston.
“With so many opportunities to get involved and place a bet, the campaign allows Kiwis to play every ball along with the players and enjoy the game as it unfolds.”
The campaign was developed for TAB Head of Strategic Marketing Simon Jarvis, Marketing Communications Manager Hannah Poole and Brand Campaign Manager Jane Lawrence, by a VMLY&R New Zealand team that included Executive Creative Director Tom Paine, Creative Directors Guy Denniston and Gavin Siakimotu, Head of TV Production Anna Kennedy, Group Account Director Katie Loverich, Senior Account Manager Amelia Daly and Head of Motion Amanda Sasano.
Media was handled by MBM, production was by Eight and the director was Dan Max.
Comment:
Following hot on the heels of the brand’s recent ‘Wake Up A Winner’,
and the ‘Summer of Racing’ campaigns,
the new TAB ‘In Play’ creative also aims to inject a sense of thrill and excitement into the brand’s offering: one that enables punters to act on their sporting hunches as the games unfold in real time.
This latest campaign aims to be the first in a series of more product focused communications from the bookie.
Links:
TAB NZ
https://www.youtube.com/user/tabnzealand
VMLY&R New Zealand
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