TAB helps prepare the country for the Football World Cup in new campaign via Chemistry
Some countries have Buddhism. Others have Islam. Here in New Zealand, we have rugby. But with the Women’s World Cup trophy in the cabinet and the All Blacks’ indifferent season done and dusted, TAB has decided to change the game with a new campaign via Chemistry.
To help build hype for the Football World Cup, TAB’s latest campaign involved making a slight… adjustment… to a familiar sight around NZ. Brought to life through TV, OOH and digital, the campaign runs through to the World Cup final and encourages Kiwis to forget about the oval ball for a month and switch into football mode instead.
Featuring the high-octane ‘Loner’s Anthem’ from up-and-coming Kiwi artist, Who Shot Scott, the campaign also demonstrates TAB’s commitment to football, by breaking the age-old, ‘don’t mess with the logo’ rule, adding a relevant touch to their iconic ‘Now You’re In The Game’ line.
Says Patrick Murphy, creative director and co-founder of Chemistry: “Our goal with this campaign was to let Kiwi football fans know we love their sport as much as they do. The creative showcases the passion, noise and mischievousness that comes with this game’s fanfare – and we hope football fans can see themselves in it!”
Says Hannah McLean, senior marketing manager at TAB: “With five billion people projected to tune into the FIFA World Cup this year, we’ve put a lot of effort into elevating the sporting occasion, bringing excitement and competition to every moment.”
Says Craig Harrison, business partner at Chemistry: “We wanted to develop a campaign that was simple, could speak to the grandiosity of the event itself and still bring in the cheekiness that the TAB NZ brand provides.
“It was massively important to appeal to Kiwi sports fans as a whole and I love the fact that this is uniquely Kiwi and that you need to be a true sports fan to connect the dots.”
The campaign runs on TV, OnDemand, digital, OOH, social, eDM and includes a range of incredible promotions, such as $100 Bonus Bets for signing up, refunds if your team gets knocked out in extra time and an online penalty shoot-out game with the chance to win a share of $250,000 in Bonus Bets.
It’s the latest in a string of impactful work from TAB and Chemistry, including the ‘Uncontainable Joy’ brand TVCs, their ‘Consider the Odds’ campaign for the All Blacks July series against the Irish and the ‘NRL Hall Pass’ campaign for the NRL Grand Final.
CHEMISTRY:
CREATIVE DIRECTOR: PAT MURPHY
SENIOR CREATIVES: GREG WYLIE & MATT WATTS
SOCIAL CREATIVE: AMELIA PETROVIC
BUSINESS PARTNER: CRAIG HARRISON
BUSINESS DIRECTOR: THEO LARMER-COTTLE
BUSINESS EXECUTIVES: RENEE PRASAD & EMMA STENHOUSE
SENIOR DESIGNERS: DARRYL DUSTAN, COURTNEY TREMEWAN, TRUDY HOLLAND & PAOLO ALINEA
PRODUCER: HAROLD MONFILS
Client: TAB NZ
Chief Marketing & Customer Officer: Jodi Williams
Head of Marketing: Chris Perry
Senior Manager – Brand: Hannah McLean
Senior Manager – Direct Marketing: Luke Butterfield
Senior Manager – Brand Engagement: Karl Tily
Marketing Executive: Sammy Ritchie
Brand Manager: Niko Walters
PRODUCTION COMPANY: REEL FACTORY
DIRECTOR: JAMES ANDERSON
PRODUCER: PIPPA KEILLER
MUSIC: WHO SHOT SCOTT
6 Comments
Please
Awful product, awful idea, awful execution.
Do better then. Oh wait, you can’t because all you can do is talk.
Behave. The reality is very little of the work we see on here is awful, just like very little is world class. 90% of the comments are about grudges or jealousy – as I’m sure yours is. This work is good. It’s not World class, sure. But it’s a simple idea the public will understand – executed with fun and energy. Job done.
The video, is awful. Product rammed in, awful acting, bad wardrobe and dreadful sports play. Bad weather and grey look. Loose editing. Critique done. But hey, making ads for $15k is tricky.
For me the TVC is kinda cool. But the now you’re in the beautiful game twist is genius. I’m biased, perhaps, as a Scottish football fanatic – maybe not everyone will get it – but such a clever touch.
AS