World Cup hype inducing campaign allows New Zealanders to place a bet on games before they go to bed
Following the success of a record-breaking year for the TAB, where new customers grew by 21%, Y&R New Zealand together with MBM, have released their latest campaign for the business, ahead of the Football World Cup 2018.
With the tournament being played in Russia, there were a few challenges to overcome - New Zealand doesn't have a national team competing, and most games will be televised in the middle of the night. Therefore, the integrated campaign seeks to get Kiwi punters in the game by placing their bets before they go to bed, ahead of each overnight match, with the chance that they'll wake up to some winnings.
Says Tom Paine, ECD, Y&R NZ: "There's plenty of buzz around the Football World Cup, but not many Kiwis will stay up until 3 in the morning 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."
The TAB wanted a campaign that immersed Kiwis in Football World Cup fever, as it happened.
Says Simon Jarvis, head of strategic marketing, TAB: "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.
"Imagine the anticipation of placing a bet before bedtime and the absolute delight of waking up a winner. Some might say it even beats watching the game live..."
The campaign launches this week, with TVCs, radio, print, digital and social.
Says Jono Key, managing director, Y&R NZ: "After a record-breaking year for The TAB, launching the brand campaign in May 2017 for the Lions Tour, hitting new heights for the Melbourne Cup, we're looking forward to getting Kiwis closer to the action for the Football World Cup. I'm picking Belgium, but as a long-suffering Spurs supporter, I know very little about winning trophies." view more - Creative
Media Agency: MBM
Buyer: Sandra Smoljo
Group Account Director: Will Tran
Media Planner: Sandra Smoljo
Production Company: EIGHT
Director: Miki Magasiva
Producer: Katie Millington
Managing Director: Katie Millington
Photographer : Troy Goodall
Creative Agency: Y&R New Zealand
Executive Creative Director: Tom Paine
Group Account Directors: Katie Loverich
Managing Director: Jono Key
Senior Account Manager: Amelia Daly
Creatives: Guy Denniston, Gavin Siakimotu
Senior Producer: Sacha Moore
Head of CRM: Chris Basset
Marketing Communications Manager : Hannah Poole
Head of TV / Production: Anna Kennedy
Digital Marketing Manager: Matt Travers
Head of Strategic Marketing Projects: Simon Jarvis