During my time as Creative Director in Canberra we created this national campaign to celebrate the 25th anniversary of the NGA. It was also the perfect opportunity to feature the breathtaking collection of artists within its walls. Using the work of the world’s finest artists to help tell our story in print, outdoor and digital was a great privilege.
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.
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.