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TAB - Are you in?

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Published on Nov 4, 2014

This week sees the launch of a 40-week-long campaign surrounding live racing and sport. It signifies a big step change in marketing for the TAB, from a campaign specific to an always-on approach.

The creative challenge for Sugar&Partners was to develop a fresh, consistent brand vehicle that projects accessibility, fun and sociability. Based around the simple truth that watching live racing and sport is much more entertaining with a bet on.

“Place a bet and you’re on a journey filled with tension, exhilaration and real excitement. The campaign represents this feeling coming to life in a literal way; underpinned by Magic Carpet Ride, the rollercoaster creates an entertaining flexible brand device” says Dave Nash, S&P creative director.

“Are you in? Is a natural progression for the brand and sums up what’s on offer, inviting you to get involved” adds Damon O’Leary, S&P creative director. “It builds on the competitive nature of backing the right team and the payoff between mates as well as the financial reward”

The hero 45” commercial featuring Steppenwolf’s Magic Carpet Ride will feature in key placements, and will be cut-down for relevant and topical executions across league, tennis, netball and racing throughout the year. For all other sport a retail layer has been developed that sees the viewer take the reins of the Rollercoaster

“This approach is a really exciting move for us, not only having a unified brand vehicle to use across campaigns, we are now also able to be topical and relevant to our audience across every media touch point. The retail television & digital layer will be a great marketing tool that we will be refreshing multiple times per month” says Katherine O’Connor, Campaign Manager, TAB.

“From the strong media planning and negotiating to the great execution of the single-minded idea this campaign is the culmination of months and months of hard work and true collaboration throughout our business and all our agency partners. We’re really looking forward to hearing back from our customers and seeing what chatter this generates.” Adds Mike Heath, Head of Marketing and Digital Sales TAB.

  • Category

  • Song

  • Artist

    • Steppenwolf
  • Album

    • Sahara: Music From and Inspired By The Motion Picture
  • Writers

    • John Kay, Rushton Moreve
  • Licensed to YouTube by

    • UMG (on behalf of Ryko Rhino); LatinAutor - UMPG, BMI - Broadcast Music Inc., Warner Chappell, UMPG Publishing, EMI Music Publishing, CMRRA, UNIAO BRASILEIRA DE EDITORAS DE MUSICA - UBEM, PEDL, LatinAutor, and 12 Music Rights Societies

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