Following a record-breaking year for the TAB, when new customers grew by 21%, Y&R New and MBM, have released their latest campaign for the business, ahead of the Football World Cup 2018.
The Wake up a Winner campaign aims to engage New Zealanders in the hype and excitement
surrounding the Football World Cup, simply by placing a bet on it before they go to bed.
The high-energy TVC (out of Sydney and Auckland-based Eight Films) started screening at the weekend, and its barely-controlled mayhem made an immediate impact.
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.
“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,” said Y&R ECD Tom Paine.
“I’m picking Belgium, but as a long-suffering Spurs supporter, I know very little about winning trophies.”
“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, said TAB head of strategic marketing Simon Jarvis.
“The Football World Cup is an institution and arguably one of the world’s biggest competitions,” he says. “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? ome might say it even beats watching the game live!
The campaign launches with TVCs, radio, print, digital and social.
“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” said Y&R NZ MD Jono Key.
“I’m picking Belgium, but as a long-suffering Spurs supporter, I know very little about winning trophies.”
CREDITS
Client: TAB
Head of Strategic Marketing: Simon Jarvis
Marketing Communications Manager: Hannah Poole
Digital Marketing Manager: Matt Travers
CRM Manager: Chris Basset
Campaign Manager Brand: Jane Lawrence
Agency: Y&R
Managing Director: Jono Key
Executive Creative Director: Tom Paine
Creative: Guy Denniston
Creative: Gavin Siakimotu
Head of TV: Anna Kennedy
Senior Producer: Sacha Moore
Group Account Director: Katie Loverich
Senior Account Manager: Amelia Daly
Head of Motion: Amanda Sasano
Media: MBM
Managing Partner: Sean McCready
Group Business Director: Will Tran
Media Planner Buyer: Sandra Smoljo
Production Company: Eight
Director: Miki Magasiva
Managing Director / Producer: Katie Millington
Photographer: Troy Goodall
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