Y&R puts the TAB back in the game

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The TAB, with the help of Y&R and MBM, has launched a major new campaign to reposition the brand in the eyes of Kiwis.

The multi-channel campaign, which launched Sunday night with a roadblock across all free-to-air channels, will roll out across a range of sports with particular emphasis on the upcoming DHL British & Irish Lions Series and the Spring Racing Carnival.

“The TAB came to us with big growth targets, so our solution has been to evolve the brand, inspire new punters, and drive youth, energy, and investment into the industry,” says Y&R MD Jono Key.

“As an agency, we’re a group of passionate sports fans who’ve had plenty of fun placing a bet or two over the years,” says Y&R MD Jono Key. “It’s been a fantastic experience working with Simon [NZ Racing Board/TAB head of strategic marketing Simon Jarvis] and his team, and we’re rapt they chose Y&R.”

Y&R ECD Tim Huse said: “The Now You’re In The Game brand positioning reflects the consumer experience, where even a small bet makes a sporting moment more exciting. To bring this to life we’re showing how everyday Kiwis can achieve remarkable sporting success, just by placing a bet via the TAB mobile app.”

“Many Kiwis aren’t aware of the contribution the TAB makes to funding tennis, cricket, rugby league, swimming, football, and gymnastics. And of course the three NZ racing codes.”

Y&R CEO/CCO Josh Moore said: “Many Kiwis aren’t aware of the contribution the TAB makes to funding a breadth of local sport, including tennis, cricket, rugby league, swimming, football, and gymnastics. And of course the three New Zealand racing codes.

“In 2015/16 alone, they distributed $135.3m, forming the backbone of the industry. So moving forward we’ll also be telling the story of the people and the characters within the industry.”

Simon Jarvis said: “The TAB has a proud history of delivering excitement to Kiwi punters by enabling them to have some skin in the game. Yet customer preferences are changing with the migration to digital channels and to fixed odds and in-play sports betting.

“We felt it was the right time to reposition the TAB brand to broaden our mainstream appeal for a modern Kiwi audience and to set ourselves up for future growth.

“The team at Y&R really demonstrated their passion for this challenge, got to the heart of our brief,  and we’re delighted with the outcome”


Client: TAB
Head of Strategic Marketing: Simon Jarvis
Marketing Communications Manager: Hannah Poole
Campaign Manager Brand: Nicole Stewart
CRM Manager: Chris Bassett
General Manager Customer: Gary Woodham
General Manager Media & Content: Andy Kydd
Agency: Y&R NZ
CEO / CCO: Josh Moore
Managing Director: Jono Key
Executive Creative Director: Tim Huse
Copywriter: Lizzie Baird
Art Director: Arizona Doolan
Agency Producer: Sacha Moore
Senior Account Director: Katie Loverich
Senior Account Manager: Dee Lanigan
Senior Planner: Craig McLeod
Head of Motion: Amanda Sasano
Head of Design: James Wendelborn
Media: MBM
Managing Partner: Sean McCready
Group Business Director: Will Tran
TV Trading Manager: Adria Sell
Media Planner Buyer: Ashley Tahapehi
Digital Director: Hayden Skelton
Production Company: Eight
Director: Jamie Lawrence
Managing Director / Producer: Katie Millington
DOP: Aaron Morton
Editor: Luke Haigh
Post Production: Toybox
Grade: Andrew Brown
Sound: Franklin Road
Music Composed by: Milon Williams
Sound Design: Shane Tapari
Executive Music & Sound Producer: Jonathan Mihaljevich

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