"It reminds punters of the power in their astonishingly long and slithering, retractable hands."
Punters have been ‘handed’ the insights they want to inform their bets in dramatically visual fashion in a brand campaign for Racing and Wagering Western Australia’s TABtouch, via Clemenger BBDO.
TABtouch’s ‘The Reach’ brand campaign launched with AFL spots to coincide with the start of the football season in early March, followed by a second portion of creative featuring racing spots in time for autumn racing carnivals.
The creative strategy centres on the premise that if you’ve got the touch, you’ve got a feel for what happens on the field - and if you’ve got the touch, you can make things happen on the TABtouch app.
The campaign brings ‘The Touch’ concept to life through an ever-extending set of hands. The hands embody the focused and driven TABtouch punter who constantly seeks out the best betting insights and statistics - with their thirst for knowledge perfectly quenched on the TABtouch app.
The creative features two 45” spots, two 30” spots, five 15” spots and three 6” spots all supported by bespoke edits for online and social media channels, plus radio.
In the launch AFL hero spot, audiences follow the incredibly elongated hand snaking through behind the scenes areas of a football stadium. Reaching the playing field, the hand feels the damp grass - ‘arming’ it and the football fans it encounters with the insight the weather is turning - and will suit the team that is good in the wet.
Clemenger BBDO ECD Richard Williams said this campaign is the latest instalment of work delivering on the ever-engaging ‘You’ve Got the Touch with TABtouch’ platform.
"It reminds punters of the power in their astonishingly long and slithering, retractable hands," he said.
“It’s not just about the laughs or dramatic visuals with this campaign - it’s about creating a connection with our audience, a reminder that TABtouch is at the heart of their sporting experience.”
The campaign is running nationally on Sky Racing, and in WA on subscription and free to air TV, print, OOH, digital and radio.
As well as the TVCs, Clemenger BBDO has refreshed the TABtouch brand identity to celebrate 60 years of sharing wisdom with punters, with the new visual identity to be rolled out across all audience touch points, including social, digital, OOH and print.
Credits
Client: Racing and Wagering Western Australia (TABtouch)
Chief Wagering Officer: Michael Saunders
Head of Marketing: Katie Roberts
Wagering Marketing Manager: Brian Murphy
Wagering Marketing Campaign Lead: Claire Rocca
Lead designer: Mitchell Webber
Creative Agency: Clemenger BBDO
Executive Creative Director: Richard Williams
Creative Director: Roy Leibowitz
Creative Director: Chris Wilson
Agency Producer (film): Jo Howlett
Agency Producer (stills and digital): Claire Bisset
Finished Art: Sam Tsui
Digital Design lead: Justin Tumilaar
Retoucher: Mike McCall
Craft: Ant Yee
Managing Partner: Jason Melhuish
Senior Business Director: Adriana Robbins
Business Managers: Mack Horton, Tyler Ronaldson
Production Company: The Sweetshop
Director: Damien Shatford
Producer: Allison Lockwood
Managing Director: Edward Pontifex
Managing Director: Greg Fyson
DOP: James L Brown
Art Director: Michael Iacono
Edit Post Production Co: ARC EDIT
Post Producer: Jess Ryan
Editor: Luke Haigh
Online Post Production VFX Co: Alt.VFX
Post Producer: Malinda McGuire
VFX Supervisor: Dave Edwards
Colourist: Matic Prusnik
Online Artist: Josh Kell
Music Composition: Sonar Music
Composers: David McCormack & Josh Pearson
Vocalists: Steve Fisher & Josie Mann
Music Producer: Haylee Poppi
Executive Producer: Sophie Haydon
Final Sound mix: Rumble
Sound Producer: Irene Kakopieros
Sound Designer: Tone Aston
Casting Director: Peta Einberg Casting
Stills and Digital Production:
CGI: Paul Gawman
Photographer: Nick Bowers
Production company Producer: Belinda Blooman
Digital Operator: Felipe Neves
Photo Assistant: Archie Startracom
Photo Assistant: Mike Tinney
Grooming / Manicurist: Jessica Diez
Wardrobe Assistant: Brenda Hayward
Art Director Michael: Iacono
Standby Props: Andy Cantrell
Media Agency: The Brand Agency
Senior Media Planner: Luke Marsala
Media Buyer: Jovana Maletic
Senior Media Technologist: Morgan Bland
Media Technology Director: Asheigh Sligo
