TAB launches new ‘More Than Just Winning’ campaign via Whybin\TBWA Group Sydney

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IMG_2025.jpgTabcorp has launched the new positioning for its TAB brand via Whybin\TBWA Group Sydney.

The ‘TAB. More Than Just Winning’ campaign forms the backbone of all of the brand’s key communications which started with a new marketing push during the football finals and is continuing during the spring racing carnival.

The new campaign twists the conventions of Australian sports coverage and interviews by treating customers’ experiences of the TAB as if they were sporting and racing moments.

Says Tracy Marshment, TAB’s GM of wagering marketing: “More Than Just Winning is a great summation of the TAB brand’s philosophy and appeal. We are about more than just the result itself. Our benefit to the customer is two fold: the stories and experiences that happen between friends when they bet together and the great products, innovations, guidance and value that TAB offers beyond the result.”

Says Wesley Hawes, executive creative director, Whybin\TBWA: “We love the new More Than Just Winning positioning for TAB. It’s a big, brave platform idea that gets off the pitch and the track and instead focuses on our customers’ real stories and experiences.  All we’ve done is use the language of sports coverage but turned the cameras around from the event itself in order to capture these genuine moments with our punters.”

The fully integrated campaign will be supported via multiple channels including TV, digital, social, press, point-of-sale, experiential, radio and CRM.

Agency: Whybin\TBWA Group Sydney

Executive Creative Directors: Gary McCreadie & Wesley Hawes

Digital Creative Director: Russ Tucker

Creative Director: Mark Cimarosti

Senior Creatives: Ken Buchan & Clive Blackstone; Dave Roberts & Tim Chenery

Executive Planning Director: Hristos Varouhas

Account Directors: Richie Taaffe

Campaign Managers: Hugh Fletcher, Charlie Kelly & Ben Shapcott

TV Production: Rachel Solomon & Jennifer Glendining

Print Production: Jonathan Pitcher & Nick Lilley

Production Company: Jungle Boys

Director: Scott Pickett

Post Production: Fin

Sound Design: Nylon

Photographer: Gerrard Needham

Media: OMD Sydney & Atomic 212 Group