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TAB encourages Kiwis to ‘Wake up a Winner’ in FIFA Football World Cup campaign

TAB’s ‘Wake up a Winner’ campaign by Y&R and MBM wants New Zealanders to get involved in the hype and excitement surrounding the Football World Cup, despite the time difference with Russia.

The 30-second TVC shows a number of people celebrating their overnight wins from the FIFA World Cup, including a woman brushing her teeth while her partner celebrates in goal-scoring style, and a father sliding along the breakfast table sending cornflakes and toast flying in his path.

Due to the tournament being played in Russia, no New Zealand national team competing, and most games being televised in the middle of the night, the integrated campaign, across TV, radio, print, digital and social, aims to get Kiwi punters to place their bets before they go to bed.

Y&R executive creative director Tom Paine says while there is plenty of buzz around the Football World Cup, but not many Kiwis will stay up until 3am to watch Senegal play Iceland.

“With ‘Wake up a Winner’ betting, they can still be part of the game, without needing toothpicks to keep their eyes open.”

TAB head of strategic marketing Simon Jarvis says the company wanted a campaign that immersed Kiwis in World Cup fever.  

“The Football World Cup is an institution and arguably one of the world’s biggest competitions. We didn’t want to allow a time-zone and the inevitable effort to watch it live, to stand in the way of Kiwis getting into the game.”

Another TAB campaign for the FIFA World Cup is the Free Kick competition where punters were in to win $5 million if they guessed all 64 matches in the tournament correctly. NBR put the odds to win at a very long shot of one in 4,350,000,000,000,000,000,000,000,000,000, but that didn’t stop 45,590 people entered the free competition.

However, it was all over with Mexico’s upset one-nil win over Germany on Monday morning, a win that thrilled Mexican fans so much, an ‘artificial’ earthquake was felt in the North American country.

According to figures from Neilsen, the New Zealand Racing Board (which operates TAB) spent $458,273 on ads from May 2017 – April 2018. This amount has increased from the previous two years with $359,754 spent between May 2016 and April 2017, and $365,615 spent between May 2015 and April 2016.

With the football underway, here’s a look at a few international ads that have come out around the tournament: 

For KFC South Africa, a fictional football player Herbz does a dive during a game in a ploy to get off the pitch and roll himself to get a feed from KFC.  

Beats by Dre places famous footballers such as Neymar Jr, Harry Kane and Benjamin Mendy in a visual mixtape set in the cities where the players are from. 

BBC Sport created a tapestry masterpiece made up of all the teams involved for its FIFA World Cup launch trailer. 

Featuring Swedish professional Zlatan Ibrahimovic, Visa shows fans how to pay faster without missing any of the game. 

Despite a variety of ads and campaigns internationally, an article in The Independent says the World Cup has become ‘toxic’ and points to a “subdued” marketing and advertising this time around due to not wanting to be associated with tainted “brands” such as Russia and FIFA, and not wanting to experience backlash as has been seen following misguided campaigns from Pepsi and Dove. 

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