The TAB has launched a new positioning via the handiwork of its new creative partner Y&R NZ.
This is the first piece of work Y&R has developed for the TAB since winning the account in March (a source revealed to StopPress the pitch was against True, Saatchi & Saatchi and Assignment).
The multi-pronged campaign kicked off last Sunday across all free-to-air channels, with a series of TVCs that aim to show how the TAB app can fling an average person into the heart of the action at a sporting event.
“The ‘Now You’re In The Game’ brand positioning reflects the consumer experience, where even a small bet makes a sporting moment more exciting," says Y&R NZ executive creative director Tim Huse.
"To bring this to life we’re showing how everyday Kiwis can achieve remarkable sporting success, just by placing a bet via the TAB mobile app."
The first pair of 30-second spots places strong emphasis on the upcoming DHL British and Irish Lions Series and the Spring Racing Carnival, tapping into the hype of these two events.
A longer 60-second spot extends beyond these two events, showing that the utility of the TAB app extends well beyond local sporting events.
Y&R NZ chief executive Josh Moore says that in addition to showcasing the excitement facilitated by the TAB, another important objective will be to explain the important role the organisation plays in financing local sports across New Zealand.
"Many Kiwis aren’t aware of the contribution the TAB makes to funding a breadth of local sport, including tennis, cricket, rugby league, swimming, football, and gymnastics. And of course the three New Zealand racing codes," says Moore. "In 2015 and 2016 alone, they distributed $135 million, forming the backbone of the industry. So moving forward we’ll also be telling the story of the people and the characters within the industry."
Simon Jarvis, head of strategic marketing at the New Zealand Racing Board, says the new positioning will also play an important role in focusing on the digital channels punters now use to place their bets.
“The TAB has a proud history of delivering excitement to Kiwi punters by enabling them to have some skin in the game," says Jarvis. "Yet customer preferences are changing with the migration to digital channels and to fixed odds and in-play sports betting. We felt it was the right time to reposition the TAB brand to broaden our mainstream appeal for a modern Kiwi audience and to set ourselves up for future growth."
Simon Jarvis - Head of Strategic Marketing
Hannah Poole - Marketing Communications Manager
Nicole Stewart - Campaign Manager Brand
Chris Bassett - CRM Manager
Gary Woodham - General Manager Customer
Andy Kydd - General Manager Media & Content
Josh Moore - CEO / CCO
Jono Key - Managing Director
Tim Huse - Executive Creative Director
Lizzie Baird - Copywriter
Arizona Doolan - Art Director
Sacha Moore - Agency Producer
Katie Loverich - Senior Account Director
Dee Lanigan - Senior Account Manager
Craig McLeod - Senior Planner
Amanda Sasano - Head of Motion
James Wendelborn - Head of Design
Sean McCready - Managing Partner
Will Tran - Group Business Director
Adria Sell - TV Trading Manager
Ashley Tahapehi - Media Planner Buyer
Hayden Skelton - Digital Director
Production Company: EIGHT
Director: Jamie Lawrence
Managing Director / Producer: Katie Millington
DOP: Aaron Morton
Editor: Luke Haigh
Post Production: Toybox
Grade: Andrew Brown
Sound: Franklin Road
Music Composed by: Milon Williams
Sound Design: Shane Tapari
Executive Music & Sound Producer: Jonathan Mihaljevich.