Creative in association withGear Seven

TAB Launches New 'Now You're In The Game' Campaign via Y&R NZ

Advertising Agency
Sydney, Australia
Campaign repositions the brand in the eyes of Kiwis.

The TAB, with the help of Y&R New Zealand and MBM, has launched a major new campaign.  

The multi-channel campaign - which launched Sunday night with a roadblock across all free to air channels - will roll out across a range of sports with particular emphasis on the upcoming DHL British & Irish Lions Series and the Spring Racing Carnival.

Says Jono Key, managing director, Y&R NZ: "The TAB came to us with big growth targets, so our solution has been to evolve the brand, inspire new punters, and drive youth, energy, and investment into the industry.

"As an agency, we're a group of passionate sports fans who've had plenty of fun placing a bet or two over the years. It's been a fantastic experience working with Simon and his team, and we're wrapped they chose Y&R to back."  

Says Tim Huse, ECD, Y&R NZ: "The 'Now You're In The Game' brand positioning reflects the consumer experience, where even a small bet makes a sporting moment more exciting. To bring this to life we're showing how everyday Kiwis can achieve remarkable sporting success, just by placing a bet via the TAB mobile app."

Says Josh Moore, CEO/CCO, Y&R NZ: "Many Kiwis aren't aware of the contribution the TAB makes to funding a breadth of local sport, including tennis, cricket, rugby league, swimming, football, and gymnastics. And of course the three New Zealand racing codes. In 2015 / 16 alone, they distributed $135.3m, forming the backbone of the industry. So moving forward we'll also be telling the story of the people and the characters within the industry."   

Says Simon Jarvis, head of strategic marketing at the New Zealand Racing Board: "The TAB has a proud history of delivering excitement to Kiwi punters by enabling them to have some skin in the game. Yet customer preferences are changing with the migration to digital channels and to fixed odds and in-play sports betting.  We felt it was the right time to reposition the TAB brand to broaden our mainstream appeal for a modern Kiwi audience and to set ourselves up for future growth.        

"The team at Y&R really demonstrated their passion for this challenge, got to the heart of our brief,  and we're delighted with the outcome."

Simon Jarvis - Head of Strategic Marketing
Hannah Poole - Marketing Communications Manager
Nicole Stewart - Campaign Manager Brand
Chris Bassett - CRM Manager
Gary Woodham - General Manager Customer
Andy Kydd - General Manager Media & Content
Agency: Y&R NZ
Josh Moore - CEO / CCO
Jono Key - Managing Director
Tim Huse - Executive Creative Director
Lizzie Baird - Copywriter
Arizona Doolan - Art Director
Sacha Moore - Agency Producer
Katie Loverich - Senior Account Director
Dee Lanigan - Senior Account Manager
Craig McLeod - Senior Planner
Amanda Sasano - Head of Motion
James Wendelborn - Head of Design
Media: MBM
Sean McCready - Managing Partner
Will Tran - Group Business Director
Adria Sell - TV Trading Manager
Ashley Tahapehi - Media Planner Buyer
Hayden Skelton - Digital Director
Production Company: Eight
Director: Jamie Lawrence
Managing Director / Producer: Katie Millington
DOP: Aaron Morton
Editor: Luke Haigh
Post Production: Toybox
Grade: Andrew Brown
Sound: Franklin Road
Music Composed by: Milon Williams
Sound Design: Shane Tapari
Executive Music & Sound Producer: Jonathan Mihaljevich