TAB appoints Hello and launches new ‘TAB Try Time’ campaign for the Rugby World Cup

TAB has appointed Hello after a competitive pitch process for its Rugby World Cup campaign.

The first campaign launched last night to promote TAB Try Time ahead of the opening games of The Rugby World Cup. The campaign follows a father and son’s journey across eight weeks of the competition, starting with a look back in time to the inaugural World Cup in ’87 and then follows the pair’s betting experience throughout the tournament with the final spot featuring an All Black legend.

Says Nick Tedeschi, head of content and promotions, TAB: “We’re incredibly proud of the work and the campaign has really hit the mark. Following the commercial success of the Super Sixes campaign, the promotion was designed to drive betting activity across the eight weeks of the competition, and test a few loyalties along the way as punters hunt the biggest try tallies.”

Says Alex Feggans, director, Clockwork Films: “I love the characters and the interplay between them, so having the opportunity to bring them to life with the agency was a lot of fun. I think people will relate to the dynamics of the their relationship and enjoy watching their journey.”

The campaign signals Clockwork Film’s entrance into the local market.

Says Vicky Ryan, managing director, Clockwork Films: “It has been a pleasure working with some familiar faces in the industry and an excellent way to launch our business into the local market. We’ve put a lot of investment onto the screen and the results speak for themselves.”

The campaign rolls-out across TV, large format digital out-of-home, digital and social media with the addition of real-time Facebook Messenger banter between the father and son.

Says James Polhill, managing director, Hello: “Our ambition was to create a strong campaign with the offer at heart from the outset of the pitch. We’re hoping the country will connect with the two characters and we’re pretty chuffed the pitch work turned to reality.”

TAB
Head of Content & Promotions – Nick Tedeschi
Brand Campaign Manager – Jane Lawrence
Production & Design Manager – Rhyce Barker
Digital Marketing Specialist – Brandon Palmer
Head of CRM – Luke Butterfield
Retail Campaign Manager – Samantha Brown

Hello: The Conversation Company
Managing Director – James Polhill
Creative Director – Gilda Kirkpatrick
Creative Director – Damon O’Leary
Design Director – Lydia McRae

Production Company – Clockwork Films
Director – Alex Feggans
Executive Producer – Vicky Ryan
Producer – Peter Mayo
DOP – Alex Dufficy
Editor – Tim Mauger
Editor – Nathan Pickles
Production Designer – Joseph Leary
Grade/online – Toybox
Sound – Factory Studios

Media Agency – MBM
General Manager – Annabelle Wilkinson
Group Business Director – Edd Lucas
Business Manager – Roxanne Merritt