TAB Embraces Heritage and Leadership with Brand Relaunch
TAB via Clemenger BBDO Sydney, has undertaken its most significant brand repositioning on the eve of the AFL and NRL Final Series.
The relaunch, brought to life through TAB's new We Love A Bet campaign, is designed to reinforce TAB's market leadership through a new position, a new tone of voice and new creative.
Embracing TAB's Australian heritage, the We Love A Bet campaign captures TAB's role in the unique social and memorable moments punters experience when placing a bet with TAB.
The TV commercials feature sporting legends Chris Judd, Greg Hall and Mark Geyer with punters reliving the times these stars transformed a TAB bet into an unforgettable social memory, all to the soundtrack of Bon Jovi's Always.
Says Claire Murphy, chief marketing officer, Tabcorp: "TAB's new campaign has been developed to remind customers that TAB creates more memorable experiences than anyone else.
"A bet isn't just a transaction with us, it is something more social, more entertaining and something that is in our Australian DNA which TAB has always been and will always be part of."
The campaign launches a new strategy for TAB which celebrates what is unique about this iconic Australian brand, all supported by new product innovations to be unveiled prior to the spring carnival and beyond. A major component of this approach will be an omnichannel focus, with TAB aiming to utilise its uniqueness of providing the ability to bet across multiple platforms.
Says Murphy: "The campaign is designed to remind our customers that we offer more social experiences than digital alone. We are in pubs, clubs and on track. We create social currency.
"We want punters to remember that TAB has always been there as an enduring part of their lives, whether it was two years ago or twenty years ago."
Says Paul Nagy, executive creative director for Clemenger BBDO: "As Australians we love the beach, we love a beer and we love a bet. It's part of who we are. And there's no brand that encapsulates this Aussie passion for betting more than TAB."
Brand: TAB/Clemenger BBDO
Creative: TAB/Clemenger BBDO
Digital creative: TAB/Clemenger BBDO
Performance digital: Atomic 212