TAB encourages Kiwis to ‘wake up a winner’ in new World Cup campaign via Y&R NZ + MBM
Following the success of a record-breaking year for the TAB, where new customers grew by 21%, Y&R New Zealand together with MBM, have released their latest campaign for the business, ahead of the Football World Cup 2018.
The ‘Wake up a Winner’ campaign aims to engage New Zealanders in the hype and excitement surrounding the Football World Cup, simply by placing a bet on it before they go to bed.
With the tournament being played in Russia, there were a few challenges to overcome – New Zealand doesn’t have a national team competing, and most games will be televised in the middle of the night. Therefore, the integrated campaign seeks to get Kiwi punters in the game by placing their bets before they go to bed, ahead of each overnight match, with the chance that they’ll wake up to some winnings.
Says Tom Paine, ECD, Y&R NZ: “There’s plenty of buzz around the Football World Cup, but not many Kiwis will stay up until 3 in the morning to watch Senegal play Iceland. With ‘Wake up a Winner’ betting, they can still be part of the game, without needing toothpicks to keep their eyes open.”
The TAB wanted a campaign that immersed Kiwis in Football World Cup fever, as it happened.
Says Simon Jarvis, head of strategic marketing, TAB: “The Football World Cup is an institution and arguably one of the world’s biggest competitions. We didn’t want to allow a time-zone and the inevitable effort to watch it live, to stand in the way of Kiwis getting into the game.
“Imagine the anticipation of placing a bet before bedtime and the absolute delight of waking up a winner. Some might say it even beats watching the game live…”
The campaign launches this week, with TVCs, radio, print, digital and social.
Says Jono Key, managing director, Y&R NZ: “After a record-breaking year for The TAB, launching the brand campaign in May 2017 for the Lions Tour, hitting new heights for the Melbourne Cup, we’re looking forward to getting Kiwis closer to the action for the Football World Cup. I’m picking Belgium, but as a long-suffering Spurs supporter, I know very little about winning trophies.”
Client – TAB
Head of Strategic Marketing – Simon Jarvis
Marketing Communications Manager – Hannah Poole
Digital Marketing Manager – Matt Travers
CRM Manager – Chris Basset
Campaign Manager Brand – Jane Lawrence
Agency – Y&R
Managing Director – Jono Key
Executive Creative Director – Tom Paine
Creative – Guy Denniston
Creative – Gavin Siakimotu
Head of TV – Anna Kennedy
Senior Producer – Sacha Moore
Group Account Director – Katie Loverich
Senior Account Manager – Amelia Daly
Head of Motion – Amanda Sasano
Media – MBM
Managing Partner – Sean McCready
Group Business Director – Will Tran
Media Planner Buyer – Sandra Smoljo
Production Company – EIGHT
Director – Miki Magasiva
Managing Director / Producer – Katie Millington
Photographer – Troy Goodall