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TAB’s ‘In Play’ campaign launched for Australian Open via VMLY&R and MBM

Released by VMLY&R and MBM ahead of the Australian Open, the TAB’s latest campaign launches a new and improved betting experience. 

The TAB ‘In Play’ zone features advanced technology that allows you to place a bet on live sport with constantly updating betting options, live scores and event information. This means viewers are able to jump on a betting opportunity as they see it play out on their screens. 

In the 30-second TVC, two mates place bets in time with each serve in the tennis on TV – making characteristic tennis shouts on each hit, as if they are playing the games themselves. 

The latest campaign follows on from the success of 2018’s ‘Wake up a Winner‘ campaign and more recently, the ‘Summer of Racing‘ campaigns. It is also a continuation of the wider marketing strategy ‘Now you’re in the game’ that was launched during the Lions Tour in 2017. It also earned TAB head of strategic marketing Simon Jarvis the accolade as Marketer of the Year at the 2018 TVNZ-NZ Marketing Awards.

The campaign is also one of the first to be launched under the new entity VMLY&R after it was announced in September last year that WPP was consolidating the creative agency with its digital agency VML.

Jarvis says ‘In Play’ allows customers to really get into the action of sport. 

“With the Australian Open tennis on our doorstep, we see it as the opportune time to introduce our customers to our new ‘In Play’ betting experience. [It] allows our customers to bet on live sport as it happens, wherever they are in the country. This coincides with the recent introduction of our fixed odds betting platform, that has led to the launch of a brand new TAB mobile app and website – a real game changer for TAB customers who will be able to enjoy a much more immersive digital user experience across all our platforms.

“The latest campaign is the first in a series of more product-focused communications. The team at VMLY&R have done a great job of highlighting the ‘In Play’ zone in a fun and irreverent way that we’re confident will hit the market with our customers.”

The new campaign launches this week and will run throughout the Australian Open on Sky TV, online video and will also feature of Trackside, TAB social and CRM channels.

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