With the 2019 Rugby World Cup beginning in Japan this weekend, TAB has launched its Try Time campaign ahead of the opening games.
The campaign by Hello, called ‘Father and Son’, follows a father and son’s journey across the eight weeks of the competition. It starts with mullets and tracksuits at the inaugural World Cup in 1987 – with the son yet to be born – and then ends with the pair’s betting experience throughout the tournament in 2019.
Nick Tedeschi, head of content and promotions at TAB, says “we’re incredibly proud of the work and the campaign has really hit the mark.
“Following the commercial success of the Super Sixes campaign, the promotion was designed to drive betting activity across the eight weeks of the competition, and test a few loyalties along the way as punters hunt the biggest try tallies.”
Alex Feggans, director Clockwork Films, says “I love the characters and the interplay between them, so having the opportunity to bring them to life with the agency was a lot of fun.
“I think people will relate to the dynamics of their relationship and enjoy watching their journey.”
The campaign also signals Clockwork Film’s entrance into the local market.
Vicky Ryan, managing director at Clockwork Films, says it has “been a pleasure working with some familiar faces in the industry and an excellent way to launch our business into the local market.
“We’ve put a lot of investment onto the screen and the results speak for themselves.”
The campaign rolls-out across TV, large format digital out-of-home, digital and social media with the addition of real-time Facebook Messenger banter between the father and son.
James Polhill, managing director at Hello, says its ambition was to create a strong campaign with the offer at heart from the outset of the pitch.
“We’re hoping the country will connect with the two characters and we’re pretty chuffed the pitch work turned to reality.”
Credits
TAB
Head of content and promotions – Nick Tedeschi
Brand campaign manager – Jane Lawrence
Production and design manager – Rhyce Barker
Digital marketing specialist – Brandon Palmer
Head of CRM – Luke Butterfield
Retail campaign manager – Samantha Brown
Hello
Managing director – James Polhill
Creative directors – Gilda Kirkpatrick and Damon O’Leary
Design director – Lydia McRae
Clockwork Films
Director – Alex Feggans
Executive producer – Vicky Ryan
Producer – Peter Mayo
DOP – Alex Dufficy
Editor – Tim Mauger
Editor – Nathan Pickles
Production designer – Joseph Leary
Grade/online – Toybox
Sound – Factory Studios
MBM
General manager – Annabelle Wilkinson
Group business director – Edd Lucas
Business manager – Roxanne Merritt
