TAB asks New Zealand ‘Are you in?’ in a new marketing campaign via Sugar&Partners

November 3 2014, 4:49 pm | BY Ricki Green | 12 Comments

AreYouIn--4.jpgThis week sees the launch of a 40-week-long campaign surrounding live racing and sport. It signifies a big step change in marketing for the TAB, from a campaign specific to an always-on approach.

The creative challenge for Sugar&Partners was to develop a fresh, consistent brand vehicle that projects accessibility, fun and sociability. Based around the simple truth that watching live racing and sport is much more entertaining with a bet on.

VIEW THE 45″ SPOT

VIEW THE MELBOURNE CUP SPOT

VIEW THE RUGBY LEAGUE SPOT

AreYouIn--3.jpgSays Dave Nash, S&P creative director: “Place a bet and you’re on a journey filled with tension, exhilaration and real excitement. The campaign represents this feeling coming to life in a literal way; underpinned by Magic Carpet Ride, the rollercoaster creates an entertaining flexible brand device.”

Says Damon O’Leary, S&P creative director: “Are you in? Is a natural progression for the brand and sums up what’s on offer, inviting you to get involved. It builds on the competitive nature of backing the right team and the payoff between mates as well as the financial reward.”

The media planning, led by MBM, centers around following the fan through the pre-game hype on social media, online blogs and news sites through to television advertising surrounding live games using digital and social to encourage conversations and deeper engagement with TAB’s 70k+ Facebook fans.

The hero 45″ commercial featuring Steppenwolf’s Magic Carpet Ride will feature in key placements, and will be cut-down for relevant and topical executions across league, tennis, netball and racing throughout the year. For all other sport a retail layer has been developed that sees the viewer take the reins of the Rollercoaster

All television activity is supported by an integrated content partnership with Stuff.co.nz, with TAB owning key placements and running live related odds to stories across desktop, tablet and mobile editions.

Says Katherine O’Connor, campaign manager, TAB: “This approach is a really exciting move for us, not only having a unified brand vehicle to use across campaigns, we are now also able to be topical and relevant to our audience across every media touch point. The retail television & digital layer will be a great marketing tool that we will be refreshing multiple times per month.”

Says Mike Heath, head of marketing and digital sales TAB: “From the strong media planning and negotiating to the great execution of the single-minded idea this campaign is the culmination of months and months of hard work and true collaboration throughout our business and all our agency partners. We’re really looking forward to hearing back from our customers and seeing what chatter this generates.”

TAB

Executive General Manager – Glenn Patrick

Head of Marketing and Digital Sales – Mike Heath

Senior Marketing Manager – Kevin Broome

Campaign Manager – Katherine O’Connor

Sugar&Partners

Creative Directors – Dave Nash & Damon O’Leary

Head of Planning – Tania Stevenson

Group Account Director – Dennis Carroll

Account Directors – Campbell McLean & Julianne Hastings

Digital and Social Account Manager – Kate Ferriman

Head of Art – Hamish McArthur

Agency Producers – Nick Barnes & Chloe Sutherland

Creatives – Dave Nash, Damon O’Leary, Daniel Nelson and Vikki Cheng

Retoucher/Design – Gary Butcher.

MBM

Managing Director – Sean McCready

Business Director – Will Tran

Senior Trading Manager – Adria Peck

Digital Media Planner/Buyer – Sahri Armstrong

Digital Media Assistant – Ben Jones

TOYBOX

Director – Andrew Newland

Producer – Nanette Miles

DoP – Renaud Maire

Editor – Julian Currin

Colourist – Andrew Brown

Flame Artist- Leoni Willis

Liquid Studios

Audio Engineer – Craig Matuschka