TAB launches new ‘We Love A Bet’ repositioning in latest campaign via Clemenger BBDO, Sydney
TAB via Clemenger BBDO Sydney, has undertaken its most significant brand repositioning on the eve of the AFL and NRL Final Series.
The relaunch, brought to life through TAB’s new We Love A Bet campaign, is designed to reinforce TAB’s market leadership through a new position, a new tone of voice and new creative.
Embracing TAB’s Australian heritage, the We Love A Bet campaign captures TAB’s role in the unique social and memorable moments punters experience when placing a bet with TAB.
Led by a series of advertising across television, radio and digital platforms, the campaign commences on Sunday August 28.
The TV commercials feature sporting legends Chris Judd, Greg Hall and Mark Geyer with punters reliving the times these stars transformed a TAB bet into an unforgettable social memory, all to the soundtrack of Bon Jovi’s Always.
Says Claire Murphy, chief marketing officer, Tabcorp: “TAB’s new campaign has been developed to remind customers that TAB creates more memorable experiences than anyone else.
“A bet isn’t just a transaction with us, it is something more social, more entertaining and something that is in our Australian DNA which TAB has always been and will always be part of.”
The campaign launches a new strategy for TAB which celebrates what is unique about this iconic Australian brand, all supported by new product innovations to be unveiled prior to the spring carnival and beyond. A major component of this approach will be an omnichannel focus, with TAB aiming to utilise its uniqueness of providing the ability to bet across multiple platforms.
Says Murphy: “The campaign is designed to remind our customers that we offer more social experiences than digital alone. We are in pubs, clubs and on track. We create social currency.
“We want punters to remember that TAB has always been there as an enduring part of their lives, whether it was two years ago or twenty years ago.”
Says Paul Nagy, executive creative director for Clemenger BBDO: “As Australians we love the beach, we love a beer and we love a bet. It’s part of who we are. And there’s no brand that encapsulates this Aussie passion for betting more than TAB.”
Client: TAB
Chief Marketing Officer: Claire Murphy
General Manager Marketing, Wagering: Simon Jarvis
Head of Marketing and Communications: Victoria McCrea
Agency: Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Head of Copy: Chris Pearce
Senior Art Director: Dave Lidster
Copywriter: Tom Russell
Art Director: Dan Walton
Head of Craft: Daniel Mortensen
Agency TV Producer: Denise McKeon
Post Producer/Department Supervisor: Kirstin Lees
Senior Sound Engineer: Anthony Tiernan
Senior Editor: Toby Royce
Editor: Alex Guterres
Senior Print Producer: Steve Tindall
Print Producer: Emma Boreland
Finished Artist: Anna Ballard
Senior Designers: Hayley Norman, Pez Perry
Studio Junior: Dave Kirk
Creative Retoucher: Giles Davies
Managing Director: Emily Perrett
Account Director: Francesca Clifford
Account Manager: Erin Maguire
Account Executive: Rachel McEwen
Planning Director: Bronwyn Galvin
Production Company: Plaza Films
Director: Paul Middleditch
Managing Director/EP: Peter Masterton
EP/Head of Projects: Megan Ayers/Linda Sapier
DOP: Tristan Milani
Edit House: The Editors
Editor: Jessica Mutascio
Media: OMD
Performance Digital: Atomic 212
40 Comments
So so bad it’s laughable
Oh dear
Oh dear
The TAB is for old blokes .
Reinforces the problem really
Wallpaper and very 1990s. TAB is being left behind, no purpose, no differentiation and no marketing leadership.
Deserves to fade away and this will help.
Oooooh, awkward.
TAB. Not that there’s anything wrong with that.
Oops. Should have spent a little less time on the scammy pepper grinder and a little more time on this.
Very try hard, not funny, bad talent, poor acting, category generic, blokey, old, appalling rubbish. New TAB CMO should walk if this is what she now delivers. Sportsbet are all over them and this simply increases the lead – better product, better content and better comms.
What happened to Whybin?
Have Clems ever made a decent TVC?
If I was a director…..I wouldn’t put my name to this either
I bloody laughed and that’s rare these days
i liked it, simple, funny and not trying too hard, no hash tags either!
You know your ad is in trouble when the acting of the celebrity footballers is better than that of the actors. But putting the excruciatingly embarrassing performances aside, there’s a more fundamental problem: nothing brands this work as TAB. In a crowded category, that’s a real business problem.
Shame they had to use a wax version of Chris Judd.
I’m sorry but that’s a very camp ad targeted at an (unfortunately) naively homophobic audience.
I wish it wasn’t like that, but we all know what the (majority) of footy heads are like.
‘Creative: TAB/Clemenger BBDO’
says it all really.
…. remember a time when Clemenger Sydney were not just downright awful?
When you consider the other clemenger creative agencies – Melbourne, Wellington and Colenso in Auckland, it must be a source of embarrassment just how far behind that curve Sydney are, and have been for years.
Very uncomfortable, and downright creepy.
Marketing serves nobody and achieves nothing when it promotes this rubbish. A brand with huge latent equity, and the potential to lead a rapidly growing industry with best in class work and it offer this up. Another example of a CMO and marketing team who cannot translate brand strategy for their audience.
Says Murphy: “The campaign is designed to remind our customers that we offer more social experiences than digital alone. We are in pubs, clubs and on track. We create social currency.’
And to demonstrate this you show a single bloke, on his own, in his car?
So, so awful.
This blog is so hard ass. This is kinda funny if you are a footy fan – not sure what all the fuss is about. It jumped out at me whilst I watched Sunday night’s dross.
Awkward and embarrassing ….. Rubbish get it off the tele
I don’t work for the agency, or the ex-agency. But my non-advertising mates love this. So do the ‘punters’ on social media. For those of you who don’t understand what people like, check out the response on TAB’s facebook page.
Ok, so who is the punter in the Ad with Mark Geyer? His face looks familiar, but for the life of me I can’t work out where I have seen him. Is he a known actor?
I think the punter is Allan Dukes, from Brisbane originally.
why are guys singing to guys? my goodness!
The stupid TAB adverts on Australian are stupid and degrading for the viewer. If somone came up to me in the street and started singing that stupid song I would turn around and snot him. It shows the mental attatude of the advertising agents when they put that ad to air. I was under the impression that the Goverment was cutting back on Betting and Gambling addvertising on prime time TV. The only shit you get from these adverts is that they are shoving betting down your throat. Lets face it how many punters have a win, the punters don’t win but the Bookies win every time. Wake up Australia and the Australian Broadcast commission should look into this practice. The TAB or other betting agents dont need to advertise they make Millions with out adverts.
Brian.
This is the most ridiculous ad I have seen in a long time. I think it is crap and annoying. I am the sort of person who of the ad turns me off or annoys then you have lost me.
Lighten up people. You could do this song when someone was finishing work or retiring.I get a l6augh out of it every time. So much negativity in the world and this just says “…I will love you…. aaaaalllllwaaays”. Just go with it!
Loved it and all that have followed , looks to me lik a bunch of under achievers don’t like a winner when they see one !
Awesome !
It’s depressing and annoying to see and hear that ad , advertising with music gets in my ear and will play over and over in my mind and it’s disappointing to see the ad with the idiot in the dental chair acting like an silly crazy actor that was desperate for money to behave like that and advertising TAB
Whats wrong with media advertissing agents nowdays. They tend to make the average vewer look like idiots. As with the TAB they are getting close for having untrue and false advertising. They give you your money back what a load of crapp. they only give it back for you to have another bet. As with the add where he is singing to the horse I would love to see the horse kick him in the head. It might knock some sence into his brains.
Why the Australian Broadcasting Authoritty allows such idiotic and sick adverts on TV I think a twelve year old child could write a better advert.
And another thing I would verified is this Betting adverts in prime time vewing during the
Six PM news service.
Love these ads..the guys doing the miming are great. They make me smile every time and I love the Bon Jovi song…
Why do so many school teacher types have to read some big analytical boring meaning into it…
Do more of them…luv em!!!
Lighten-up.. it’s an ad, and if the song or images get inside your head, then the advertisers did their job.
To the two posters who used the words “idiot” <<< that’s the pot calling the kettle black. If you are going to try and make a point, it least make better than a half-arsed effort and take note of the red squiggly lines below that indicate you’ve made yet another mistake.
Brian Ezard said “They tend to make the average vewer (sic) look like idiots” Yet you also said ‘advertissing’, ‘crapp’, ‘add’ (ad is short for advertisement, you did learn that in 5th class), ‘sence’, ‘Authoritty’. Quoting you, ‘I think a twelve year old child could write better’
Whoever dreams up these gaming adverts want to get a education. Whoever would believe these areoles. I would like to know why betting and gaming agents need to advertise on tv. They make millions of dollars without advertising. As with the claim they will give you your money back if you loose, think again. Who is going to give you something for nothing think again.to me it sounds like false advertising. And should be jumped on by the authorities.the viewers can’t see past there nose and don’t think that you never win with betting agents. Thank goodness for the ABC no advertising.
The TAB singing ad is the most annoying ad that I have had to see on TV.
For gods sale piss it off – I definitely will not be betting with TAB
What a shame the singing on the TAB ad is painful. I grab the remote and hit the volume button to not hear it. Might I suggest you get another advertising company to produce something more suited to the viewers likes…….