It might be rugby that dominates the New Zealand sporting landscape, but now that the Black Ferns have retained the Women’s World Cup, TAB changed the focus to football with a campaign looking forward to the 2023 FIFA Women’s World Cup with a campaign called ‘It’s Football Time’.
The marketing burst, created and executed with agency Chemistry, aimed to leverage spiking soccer interest around Qatar 2022 to build hype ahead of the 2023 FIFA Women’s Football World Cup which will be co-hosted by New Zealand and Australia between 20 July and 20 August.
The campaign, which was brought to life through TV, OnDemand, OOH, digital, social, eDM, encouraged Kiwis to forget about the oval ball for a month and switch into football mode instead.
The included a range of promotions, also demonstrated TAB’s commitment to football and breaks the traditional ‘don’t mess with the logo’ rule by adding a relevant football touch to its well-known ‘Now You’re In The Game’ tagline.
The spearhead ‘Football World Cup: It’s Football Time’, which included the fast-paced, energetic ‘Loner’s Anthem’ from Kiwi artist Who Shot Scott, dropped on 17 November.
“Our goal with this campaign was to let Kiwi football fans know we love their sport as much as they do,” explained Chemistry Creative Director Patrick Murphy. “The creative showcases the passion, noise and mischievousness that comes with this game’s fanfare – and we hope football fans can see themselves in it!”
Chemistry Business Partner Craig Harrison added: “We wanted to develop a campaign that was simple, could speak to the grandiosity of the event itself and still bring in the cheekiness that the TAB NZ brand provides. It was massively important to appeal to Kiwi sports fans as a whole and I love the fact that this is uniquely Kiwi and that you need to be a true sports fan to connect the dots.”
TAB Senior Marketing Manager Hannah McLean commented: “With five billion people projected to tune into the FIFA World Cup this year, we’ve put a lot of effort into elevating the sporting occasion, bringing excitement and competition to every moment.”
The campaign was briefed in by a client team at TAB NZ which included Chief Marketing & Customer Officer Jodi Williams, Head of Marketing Chris Perry, Senior Manager (Brand) Hannah McLean, Senior Manager (Direct Marketing) Luke Butterfield and Senior Manager (Brand Engagement) Karl Tily, plus Marketing Executive Sammy Ritchie and Brand Manager Niko Walters.
It was conceived and created by a group at agency Chemistry led by Creative Director Pat Murphy, Senior Creatives Greg Wylie and Matt Watts, Social Creative Amelia Petrovic, Business Partner Craig Harrison, Business Director Theo Larmer-Cottle, Business Executives Renee Prasad and Emma Stenhouse, Senior Designers Darryl Dustan, Courtney Tremewan, Trudy Holland and Paolo Alinea, plus Producer Harold Monfils.
The production company was Reel Factory with Director James Anderson and Producer Pippa Keiller, with music by Who Shot Scott.
Comment
This campaign follows on from previous TAB campaigns created by Chemistry such as ‘Which Side Are You On?’, ‘Consider’ and ‘Help Find A Way’, while tickets for the tournament went on sale in October.
This campaign follows on from previous organising committee marketing initiatives including #AsOne and #BeyondGreatness.
WE DID IT!
Australia and New Zealand have been granted the honour of hosting the @FIFAWWC 2023!
This landmark decision is a moment for everyone to celebrate #AsOne!
We stand ready to welcome the world and deliver the best ever @FIFAWWC ⚽️ pic.twitter.com/L5zstNwIUP
— AsOne2023 (@AsOne2023) June 25, 2020
Get your ticket for the #FIFWWC 2023
Single Match Passes are on sale NOW!#BeyondGreatness— FIFA Women's World Cup (@FIFAWWC) October 31, 2022
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