TAB NZ launches major new campaign and brand platform ‘Get Your Bet On’ VIA SPECIAL

TAB in New Zealand has launched a new campaign and brand platform via Special, introducing a new creative platform aimed at redefining and modernising the perception of betting, TAB, and racing among New Zealanders.

The platform centres around the idea of having a hunch and introduces New Zealand to a racing and sporting wonderland providing inspiration to have a hunch and to ‘Get Your Bet On’.

Accompanied by a reimagined rendition of Wet Wet Wet’s iconic ’90’s ballad, ‘Love Is All Around’ – with transformed lyrics ‘Hunches All Around Me’, the song creates a humorous soundtrack to the anticipation and excitement that permeates through the wondrous world of racing and sports.

VIEW THE SPOT

Special led the strategy, creative and development for the new campaign, with support from production partners Finch and Blockhead.

Says Mel Kenneday, Chief Marketing Officer for Entain Australia and New Zealand, the operators of New Zealand’s TAB: “TAB has been a historic component of racing and sports in New Zealand since 1950 – now our new marketing drive will reflect a more modern and relevant brand and ensure we can continue to champion the racing and sporting industry across Aotearoa for years to come.”

Says Tony Bradbourne, Founder and CEO of Special: “We’re excited to be part of the evolution of such an iconic NZ brand, that’s been such an important part of the racing and sporting landscape for more than 70 years. We want to create more appeal and get more Kiwis to back themselves – and follow their hunch.”

The recent reveal of the new-look betting platform brings a wide range of new features for TAB punters to enjoy, along with enhanced harm minimisation tools to make sure Kiwis keep their betting fun.

The fully integrated campaign spans television, radio, print, OOH, social and digital media from 2 June 2024.

TAB
Chief Executive Officer of Entain Australia and New Zealand: Dean Shannon
Chief Marketing Officer of Entain Australia and New Zealand: Mel Kenneday
General Manager Marketing NZ of Entain New Zealand: Pip Eriksen
Senior Manager: Brand of Entain New Zealand: Hannah McLean

Special
Creative Chairman, CEO: Tony Bradbourne
Executive Creative Director: Stu Mallarkey
Group Creative Director: Matt Simpkins
Senior Art Director: Kim Scott
Chief Strategy Officer: Rory Gallery
Group Strategy Director: Josh Taylor-Dadds
Lead Business Partner: Zoe Alden
Senior Business Manager: Jeremy Sinniah
Senior Producer: Liz Garneau

MBM
Client Service Director: Jono Sorensen
Group Strategy Director: Amy Greene
Group Business Director: Sian Kitchen
Business Manager: Nina Minogue
Junior Planner Buyer: Lily Tootill
Junior Planner Buyer: Ruby Bridges

FINCH
Director: Alex Roberts
Managing Director/EP: Corey Esse
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Yolande Dewey
Casting: Catch Casting
Cinematographer: Andrew Commis
Production Designer: Jon Lithgow/Neville Stevenson
Editor: Luke Haigh
Colourist: Pete Richie
VFX Post Production
Blockhead VFX

Liquid Studios
Sound Producer: Tamara O’Neill
Sound engineer: Craig Matuschka
Music arrangement: Pete Van Der Fluit
Music Supervisor: Karyn Rachtman, Mind Your Music

Photographer:
Steve Boniface

Retouching:
Cameron Jones