TAB launches new ‘Love a Bet’ positioning with Clemenger

29 August 2016

Creative Agency: Clemenger BBDO (Melbourne)
Media Agency: OMD Sydney

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TAB has just repositioned its brand in a big way with a new approach and tagline.

TAB’s latest campaign stars sporting legends Chris Judd, Mark Geyer and Greg Hall in a bid to embrace the company’s Aussie heritage.

The campaign, created by Clemenger BBDO, takes a new approach to communicating with fans, focusing on the experience of the game rather than betting.

In the three 30-second spots, sports lovers are featuring singing Bon Jovi’s 'Always' to the sportsmen. The ads shows short flashbacks to show the impact the players had on their fans lives.

Tabcorp chief marketing officer Claire Murphy says: “TAB’s new campaign has been developed to remind customers that TAB creates more memorable experiences than anyone else.”

“A bet isn’t just a transaction with us, it is something more social, more entertaining and something that is in our Australian DNA which TAB has always been and will always be part of.”

Clemenger BBDO executive creative director Paul Nagy says: “As Australians we love the beach, we love a beer and we love a bet. It’s part of who we are. And there’s no brand that encapsulates this Aussie passion for betting more than TAB.”

The first two ad spots were released last night with another set to be launched in September. The campaign will be rolled out across TV, radio and digital.

Brand: TAB/Clemenger BBDO
Creative: TAB/Clemenger BBDO
Digital creative: TAB/Clemenger BBDO
Media: OMD

Performance digital: Atomic 212

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