TAB launches new ‘In Play’ campaign in time for the Australian Open via VMLY&R NZ and MBM

To coincide with the Australian Open, VMLY&R New Zealand together with MBM, has released its latest campaign for TAB, launching a new and improved betting experience.

The TAB ‘In Play’ zone features advanced technology that allows you to place a bet on live sport with constantly updating betting options, live scores and event information. This means viewers are able to jump on a betting opportunity as they see it play out on their screens.

Following on from the success of the ‘Wake up a Winner’ and the ‘Summer of Racing’ campaigns, the new TAB ‘In Play’ TVC seeks to add a sense of thrill and excitement that comes with being able to act on your sporting hunches as the game rolls out, in real time.

VIEW THE SPOT

Says Simon Jarvis, head of strategic marketing, TAB: “With the Australian Open tennis on our doorstep, we see it as the opportune time to introduce customers to our new ‘In Play’ betting experience.

“In Play allows our customers to bet on live sport as it happens, wherever they are in the country. This coincides with the recent introduction of our fixed odds betting platform, that has led to the launch of a brand new TAB mobile app and website – a real game changer for TAB customers who will be able to enjoy a much more immersive digital user experience across all of our platforms.    

The latest campaign will be the first in a series of more product focused communications. The team at VMLY&R have done a great job of highlighting the ‘In Play’ zone in a fun and irreverent way that we’re confident will hit the mark with our customers.”

The new campaign launches on 14th January and will run throughout the Australian Open on SKY TV, online video and will also feature on Trackside, TAB social and CRM channels.

Says Guy Denniston, creative director, VMLY&R: “TAB’s brand is all about getting people more into the game. Now you can place bets throughout each event with ‘In-Play’ and feel even more involved in the action.”

With so many opportunities to get involved and place a bet, the campaign allows Kiwis to play every ball along with the players and enjoy the game as it unfolds.

TAB

Marketing Communications Manager – Hannah Poole

Brand Campaign Manager – Jane Lawrence

Agency – VMLY&R New Zealand

Creative Director – Guy Denniston

Creative Director – Gavin Siakimotu

Head of TV Production – Anna Kennedy

Group Account Director – Katie Loverich

Senior Account Manager – Amelia Daly

Head of Motion – Amanda Sasano

Media – MBM

Group Business Director – Will Tran

Senior Trading Manager – Adria Sell

Production Company – Eight

Managing Director / Executive Producer – Katie Millington