Whybin\TBWA Group Sydney has created a fully integrated campaign for TAB, focussing on the customer experiences behind the sports.
Whybin\TBWA Group Sydney has created a fully integrated campaign for TAB, focusing on the customer experiences behind the sports.
“TAB. More Than Just Winning” forms the backbone of all of the brand’s key communications. The campaign will be supported via multiple channels including TV, digital, social, press, point-of-sale, experiential, radio, and CRM.
According to TAB GM of wagering marketing Tracy Marshment, the campaign sums up the brand's philosophy and appeal.
“We are about more than just the result itself. Our benefit to the customer is twofold: 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.”
Whybin\TBWA’s ECD Wesley Hawes says the campaign goes beyond positioning.
“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.”
Creative 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
