The World Cup.
TAB is bringing together creators, sporting personalities and football talent to The Star in Sydney for the World Cup, in a campaign via Bastion.
More than six in ten Australians said they would rather watch World Cup matches with mates, friends, family or work colleagues than on their own, while nearly half of Aussies are planning to watch at least one match at a pub, bar, club or live site during the tournament, according to TAB.
Rolling out across television, social, retail, PR and experiential, the campaign positions TAB venues across the country as destinations for Australians to come together and experience the tournament as a crowd.
The integrated campaign brings together strategy, creative, production, social, PR, experience and research under a single platform, demonstrating Bastion’s ability to put clients in a position of strength, by combining the agility of an independent with the scale and capability of a global network.
"Sport has always had a unique way of bringing Australians together,” said Jack Watts.
“Whether you're a diehard fan who will watch every game, or just there for the atmosphere, this campaign celebrates the shared experience of watching sport with others.
“Sport has an incredible ability to bring people from different backgrounds, cultures and communities together.
“This campaign is about turning TAB venues around the country into places of celebration, where everyone feels welcome, connected and part of the moment, no matter who they support or where they come from."
With the World Cup kicking off on June 11, The Cup at TAB will roll out throughout the tournament, venue activations and creator-led content bringing the campaign to life at participating TAB venues across Australia.
"With venues across the country, we have a unique opportunity to create shared experiences for football fans throughout the World Cup,” said TAB general manager of marketing, Kent Madders.
“Working with Bastion and OMD, we wanted to build a platform that would bring that to life, turning our venue network into destinations for supporters across the tournament."
CREDITS
TAB Marketing Team
Bastion Agency
Film Director: Armand de Saint Salvy
Sound: Massive Music
OMD
