TAB to JAB is more than just a cute name change.
TAB has rolled out the next iteration of its pro-vaccination campaign, after featuring JAB instead of TAB on social media.
JAB for your Local rolled out on the weekend, with the key message that getting the vaccine will see Australians getting back to 'their local'.
The JAB rebrand on September 4 was a mass message to Australians, tying in to Spring racing. JAB for your Local is more personal and focused on venues and the effects of lockdown on pubs and clubs.
It has two components: press, capturing true stories from customers from NSW & VIC and what ‘their local’ means to them, and a social/TV film evoking memories of time spent at the local and how getting the JAB is the ticket back to great times.
TAB EGM – customer, product, & marketing, Luke Waldren says the campaign is an important show of support.
“As a country we’ve endured a really challenging period with multiple lockdowns. We know that Aussies are craving a day at the races, live sport and the opportunity to catch up with friends and family at their local," Waldren says.
"A big driver behind our purpose is to create opportunities for people to come together through play, we felt that we should use our voice to support the vaccination drive and in turn help Aussies get back to what they love sooner."
M&C Saatchi Group AUNZ chief creative officer, Cam Blackley says the first iteration has been a success.
“TAB to JAB is more than just a cute name change, it’s a big brand doing its bit to raise further awareness of vaccine importance and accelerate vax uptake so we can get the doors of our locals open again," Blackley says.
"So publicans can make ends meet, staff get paid and we can breathe some life back into one of the great connection points of Australian society. The response has been overwhelmingly positive and I really hope it makes a difference in reaching that magic 80% number more quickly."
TAB has also launched a social media campaign, #JABForAustralia, asking Australians to share the JAB logo and explain why they’re getting vaccinated and donating funds to support local venues.
Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Chris Cheeseman
Creatives: Chris Cheeseman, Cam Blackley, Paul Bruce, Jack Emery
Head of Strategy: Nick Jacobs
Social Strategist: Clement Simon
Head of Sponsorship: Richie Butterworth
Group Head: Emma McJury
Account Director: Joshua Johns
Head of TV Production: Loren August
Luke Waldren – Executive General Manager – Customer, Product, Marketing & VIP
Kent Madders – General Manager – Brand, Marketing & Content
John Vellis – General Manager – Media, Sponsorships & Sky Thoroughbred Central
Luke Feddema – Head of Marketing - Brand & Campaigns
Will Evans – Marketing Manager – Brand & Campaign
Edward Kier - Marketing Executive - Brand & Campaigns
Michael Wall – Senior Manager – PR & Social
Eden Richards – PR & Social Media Executive
Rohan Welsh – PR & Media Manager
Brad Bishop – PR & Media Manager
Andrew Georgiou – PR & Media Manager
Director: Patrick Fileti
Producer: Charity Downing
Executive Producer: Roy De Giorgio
DOP: Kieran Fowler
Editor: Patrick Fileti
Colourist: Fergus Rotherham
Post Production: White Chocolate
Composer: Daniel McCormick