TAB New Zealand targets digitally savvy sports fans in latest campaign via Chemistry

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For sports fans of all codes, there aren’t many things more satisfying than using your knowledge to beat your mates – it’s proof that you know your stuff. And in its latest campaign via Chemistry, TAB New Zealand uses that insight to help capture that sense of uncontainable excitement that a win with TAB can bring to any major sporting event.


Seeking to connect with a digitally savvy ‘sportster’ audience, TAB’s 30-second TVCs showcase situations where calmness and composure are needed – whether it’s playing golf at a fancy course or turning up to a rowdy house. But as the campaign demonstrates, when that sporting win comes in, the excitement is impossible to contain.

The campaign also showcases some of the more innovative, mobile-friendly and real-time functionality of the TAB digital experience. The global sports betting market was valued at USD $66 billion in 2020 and is expected to reach USD $140 billion by 2028.

Says Craig Harrison, business director, Chemistry: “Our challenge from TAB was simple: encourage Kiwi sports fans to choose TAB over overseas competitors. Our response was to tap into those key emotions every sports fan knows well – the camaraderie with friends, the anticipation of a result – and the uncontainable excitement that comes from being proved right.

“Initial results have been epic. Since launch, we’ve seen TAB’s new website visitors increase by 35%, with first-time bettors in the under 35 y/o categories making up most of those visits. “

Says Chris Perry, brand and campaign manager for TAB: “Chemistry was a welcomed injection of fresh passion and thinking. They challenged our comfort zone with new ways to leverage our existing ‘Now you’re in the game’ brand platform. The creative underpins our strategy to attract and resonate with the online sports fan demographic – and we’re excited about the positive results that have already come off the back of the first live TVC.”

The campaign runs across TV, social, on-demand and digital channels throughout New Zealand from March-May 2022.

Client: TAB NZ
Brand and Campaign Manager: Chris Perry
Marketing Executive: Samantha Ritchie

Agency: Chemistry
Creative Director: Patrick Murphy
Senior Creatives: Matt Watts, Greg Wylie
Managing Partner: Mel Moss
Business Director: Craig Harrison

Production Company: Corner Store
Director: James Anderson
Director of Photography: Clayton Carpinter
Producer: Lara Marshall