Entertainment encourages Aussies to ‘Tap for Fun’ in new relaunch campaign via M&C Saatchi


Entertainment, formerly known as the Entertainment Book, has unveiled its relaunch in a campaign by the M&C Saatchi group.


Created by M&C Saatchi Sydney with the integrated media strategy planned and bought by Bohemia, the campaign sets up the new creative platform ‘Tap for Fun’, evolving the original Entertainment Book into a new Entertainment app and connecting users to the hottest offers across dining, shopping, travel and more.

Says Rich Donovan, executive creative director M&C Saatchi: “Finding fun things to do can be surprisingly hard work, but not with the Entertainment app. We wanted work that dialed up that key consumer benefit and was entertainment by name and by nature.”

Previously promoted solely through fund-raising efforts, the new campaign and app also launches Entertainment’s first ever direct-to-consumer campaign.

Entertainment encourages Aussies to ‘Tap for Fun’ in new relaunch campaign via M&C Saatchi

Says Jake Falkinder, chief marketing officer, Entertainment: “As household budgets continue to be stretched, we are delighted to offer Australians and New Zealanders opportunities to still enjoy the things they love whilst supporting local businesses in their community. We’re extremely proud to continue supporting our extensive fundraising community with 20% of each membership purchase being donated to the fundraising cause of the customer’s choice.

“The digital component of Entertainment’s ‘Tap for fun’ campaign highlights our exciting new 3-month membership priced at just $29.99 – a great introduction to the thousands of unbeatable discounts available with an Entertainment Membership.”

The campaign launches on 2 August 2022 and will be testing new brand channels across BVOD, Youtube, Social and Search with an OOH test in SA and Perth.

Creative Agency: M&C Saatchi, Sydney
ECDs: Avish Gordhan; Richard Donovan
Creative Team: Nicole Conway; Tim Batterham
Senior Strategist: Amy Grant
Group Head: Charlie Elliott
Senior Producer: Vanessa Fernandez
Design Director: James Jamias
Integrated Designer: Ian Hartigan

Media Agency: Bohemia
Head of Strategy: Max Broer
Connections Designer: Caitlin West
Business Director: Natasha Young
Media Manager: Abbey Tarlinton
Media Executive: Alana Mazza
Media Coordinator: Hana Purvis