On the first weekend in September, Australia’s biggest betting brand TAB (originally Tabcorp) temporarily changed its name to ‘JAB’ to drive awareness and to encourage Aussies to get vaccinated.
Launched at the start of the new Spring sports and racing season, the incentivise behind the name-change campaign was to ‘get back to our believed sports stadiums, race tracks, clubs and pubs’. The message is simple: “Australia, Spring is here and it’s time to get back to what we love.”
The weekend-long campaign, developed by M&C Saatchi Sydney, was called ‘JAB for your Local’ and it rolled out across multiple platforms as the bookmaker aimed to support the nation’s countrywide vaccination programme.
A PR and press component captured true stories from customers from New South Wales and Victoria about what their ‘local’ means to them, whilst the a hero video airing across TV and online platforms evokes memories of our time spent at the ‘local’ and how getting the JAB is our ticket back to all the things we love about them.
Alongside the brand name change, the PR and press work and the film, TAB also launched a social media campaign called #JABForAustralia asking Australians to share the JAB logo and explain why they’re getting vaccinated and donating funds to support local venues.
Who's heading to the local once we get through this? Tag your Saturday racing crew #JABForAustralia pic.twitter.com/cvu3xoC7vN
— TAB (@tabcomau) September 3, 2021
Australia, Spring is here and it’s time to get back to what we love. The racetrack, the local and your mates. Share this image, tag us and tell us why you're getting the #JABForAustralia pic.twitter.com/QpA1mFugJV
— TAB (@tabcomau) September 2, 2021
It's just not the same without crowds… Who will you be heading to the footy with next season? #JABForAustralia pic.twitter.com/KCu4Apq7d7
— TAB (@tabcomau) September 3, 2021
“As a country we’ve endured a really challenging period with multiple lockdowns. We know that Aussies are craving a day at the races, live sport and the opportunity to catch up with friends and family at their local,” said TAB EGM (Customer, Product & Marketing) Luke Waldren. “A big driver behind our purpose is to create opportunities for people to come together through play, we felt that we should use our voice to support the vaccination drive and in-turn help Aussies get back to what they love sooner. Whilst also supporting our venues and the thousands of Aussies that make a living through them.”
M&C Saatchi Group AUNZ Chief Creative Officer Cam Blackley added: “TAB to JAB is more than just a cute name change, it’s a big brand doing its bit to raise further awareness of vaccine importance and accelerate vax uptake so we can get the doors of our locals open again. So publicans can make ends meet, staff get paid and we can breathe some life back into one of the great connection points of Australian society. The response has been overwhelmingly positive and I really hope it makes a difference in reaching that magic 80% number more quickly.”
The initiative was created for a TAB marketing team which included Luke Waldren (Executive General Manager – Customer, Product, Marketing & VIP), Kent Madders – General Manager (Brand, Marketing & Content), John Vellis (General Manager – Media, Sponsorships & Sky Thoroughbred Central), Luke Feddema (Head of Marketing – Brand & Campaigns), Will Evans (Marketing Manager – Brand & Campaign), Edward Kier (Marketing Executive – Brand & Campaigns), Michael Wall (Senior Manager – PR & Social), Eden Richards (PR & Social Media Executive), Rohan Welsh (PR & Media Manager), Brad Bishop (PR & Media Manager) and Andrew Georgiou (PR & Media Manager) by M&C Saatchi.
The agency team included Chief Creative Officer Cam Blackley, Creative Director Chris Cheeseman, Creatives Chris Cheeseman, Cam Blackley, Paul Bruce and Jack Emery, Head of Strategy Nick Jacobs, Social Strategist Clement Simon, Head of Sponsorship Richie Butterworth, Group Head Emma McJury, Account Director Joshua Johns and Head of TV Production Loren August.
Media was handled by OMD, production by 13CO with Director Patrick Fileti, Producer Charity Downing, Executive Producer Roy De Giorgio, DOP Kieran Fowler, Editor Patrick Fileti and Colourist Fergus Rotherham, with post production from White Chocolate, with Composer Daniel McCormick and the sound studio was Rumble.
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