We filmed Sydney Swan’s Luke Parker and Dan Hannebery’s training Week fueled by Gatorade Liquid Concentrate.
Betting for men, is what shopping is for women, with this idea we ignited TAB’s biggest betting occasion of the year – The Spring Carnival – allowing men to have their own kind of indulgent shopping spree, with the catch cry: ‘It’s betting season, time to go shopping’.
Our Print campaign sent up the leaping Spring Shopping shoots we see each year but this time with our TAB punters instead.
The TAB Spring Racing Carnival Bag contained race day collateral, a catalogue about different bet types including bonus free bets.
To introduce the idea that Betting Season had arrived, our TV ad had fun with the language of shopping versus betting.
We set up this fun activation ‘The TAB Grab machine’ at the races to bring Betting Season to life for punters.
And then punters submitted User Generated Content for our ‘Punting Makeover Promotion’.
During the same season TAB also introduced a touch ID login for their app, just another quick and easy way to shop for a bargain.
Winner of Gold, Silver and Bronze at the PromaxBDA awards, I wrote these ads to whet the appetite of reality TV lovers everywhere watching FOXTEL’s Lifestyle you channel. They were just a little taste of how a new impostor wife could suddenly arrive to rule the roost and turn her new husband’s life upside down.
The campaign appeared nationally across Outdoor, Print, Online and Television.
To promote the show we got Aussie couples into the spirit of things by running fun tear out ‘new rule’ vouchers within newspapers. These cheeky ads included rules like: ‘I can sleep in this weekend’, ‘You are the kids taxi this week’ and ‘Take out the garbage for a month’.
Other ideas I created for XYZ Networks
In 2013, eight days before the ‘race that stops a nation’ ran, our Melbourne Twitter Cup website predicted Fiorente as the winner, based on the number of tweets mentioning the horse. Using twitter in this way had never been done before and the work earned several awards including a Bronze AWARD Pencil in Social and a Bronze AWARD Pencil in Digital – Website Business to Consumer.
So how did we help Australians pick the winner in the hardest horserace in the world to predict? We creating a real-time social data-aggregator visualised as a virtual horserace. Our site converted live tweets into a race – with every tweet driving the horses down a racetrack.
Punters could see which horses were leading the chat and the live betting odds for each horse. This created even more discussion across social media and by the end of the race 125,488 people had seen it with TAB reporting more online bets as a result.
The average dwell time on our Twitter Cup site was an astounding 14 mins 58 seconds.
Watch this video below to see how it all worked in more depth.
As a follow on from our TAB Melbourne Twitter Cup, we decided to use the same Twitter engine to measure the rivalry between NSW and QLD in the State of Origin with THE ORIGIN TWEET OFF. Every tweet of support for your side using the twitter handle #origintweetoff added extra muscle to an arm.
Soon we had Footy heads everywhere talking about who would win TAB’s Tweet Off Arm wrestle.