Words for TNZ’s ongoing ‘Yesterday, Today, Tomorrow’ campaign.
TAB – It’s Betting Season
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.
TAB Betting Season from Ken Buchan on Vimeo.
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.
TAB Thumb from Ken Buchan on Vimeo.
XYZ Networks – Wife Swap Australia
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’.
And the Promax awards followed.
Other ideas I created for XYZ Networks
TAB – #jointeamboban
The Championships 2014, the richest racing event in Sydney and the pinnacle of the Sydney Autumn racing Carnival. Over two weekends the best trainers, jockeys and the greatest horses from around the world congregate at Royal Randwick Racecourse to take part in this prestigious event.
TAB wanted to rise to the occasion and offer an experience that couldn’t be bought, an experience worthy of Champions. We knew that every punter dreams of owning a champion racehorse. So in the lead up to Sydney’s richest racing event – The Championships 2014 – we took advantage of TAB’s unique relationship with Racing NSW and offered one lucky punter a once in a lifetime opportunity.
The racehorse was the Group One winner – Boban – trained by champion racehorse trainer Chris Waller. The prize, was the experience of joining Waller’s racing team as a part owner, including the chance to win a 5% share in the prize money when Boban contested the $4m Queen Elizabeth Stakes on day two of The Championships.
First we built this dedicated microsite to give punters the backstory of Boban’s rising star, JOINTEAMBOBAN.COM.AU was our call to action, where punters could enter their details and go in the draw for free.
A scrolling parallax allowed people to get to know Boban and featured content from Boban’s owners and trainers. People discovered Boban’s champion bloodline saw profiles of his team, everyone from Boban’s Trainer, Jockey, Owners, Trackwork Jockey, even the Vet. And there was also an inviting spot just waiting to be filled by one lucky winner…
The site also whet their appetite with Q&A interviews with Boban’s trainer Chris Waller and Part Owner Matt Dominello.
And Boban’s training jockey put punters on Boban’s saddle with GoPro footage of him in full flight.
Here’s our lucky winner.
Presto – Demand More
The arrival of Netflix in Australia had Aussies signing up in droves only to find it was a ‘lite’ version of the American platform. So we asked someone who knows their entertainment to tell the nation they should Demand More.
Naomi Watts enjoyed playing the Hollywood Diva for our Presto campaign and Aussies realised there was a big local player in the streaming entertainment market offering quality content from HBO, Showtime and the latest movies from Hollywood.
PRESTONTAR60 seven from Ken Buchan on Vimeo.
PRESTONJ30 from Ken Buchan on Vimeo.
PRESTONL30 from Ken Buchan on Vimeo.
Naomi behind the scenes …