Australian betting brand TAB has launched a football focused campaign ahead of the FIFA World Cup called ‘Head Or Heart’ which revolves around the greatest rivalry in sports betting: the struggle between pragmatism and gut and the battle between head and heart.
Working in harness with agency Clemenger BBDO Sydney, this multi-platform initiative runs across television, print, product spots, retail, digital, social, and live activations in venues throughout Australia.
The objective is to celebrate fans no matter which ‘team’ they support or how they bet and creatibely it pays homage to the sporting stalwart that is the ‘chant’
The campaign is spearheaded by 60- and 30-second television commercials.
“The soccer world cup is a global sporting event, and our biggest campaign of the year,” explained TAB marketing boss Louise Rathbone.
“To recognise this we wanted to ensure our campaign truly embraced all punters and soccer lovers alike, by tapping into a key behavioral insight: when it comes to wagering there are two approaches you can take – bet with your heart as a true fan or bet with your head as a shrewd follower of form. Our campaign has been designed to celebrate both those betting styles on a grand scale.”
Brendan Willenberg, creative director at ClemengerBBDO Sydney, added: “Do you bet with your head or your heart? It’s an adage as old as wagering itself and nowhere is it more applicable than the Soccer World Cup. We’ve had a lot of fun bringing this campaign to life and over the course of the tournament to hopefully prove once and for all which is the best way to punt.”
Links:
TAB
ClemengerBBDO Sydney
http://clemengerbbdo.com.au/en
