ASIA-PACIFIC – AUSTRALIA, September 24, 2013 – Whybin\TBWA has launched its first creative work for TAB, taking off from last year’s “How’s your form?” campaign.
The campaign, which focuses on celebrating winning moments, will be fronted by two TV advertisements, ‘Robot’ and ‘Hula.’ Set to the brand’s signature soundtrack ‘Magic Moments,’ the ads continue the existing story of friends rejoicing at the TAB.
‘Robot’ and ‘Hula’ refer to the friends’ spontaneous celebratory moves, which the brand sees as one of its unique assets.
According to Glenn Lee, TAB’s General Manager Marketing Communications, sociability remains at the core of the TAB brand.
"As market leader we have license to claim ownership of celebrating winning moments with mates. Many of our competitors simply cannot deliver this emotional connection, merely shouting functional or price-based offers. The campaign leverages TAB’s unique assets: our venues, our staff, real life spontaneous celebrations, and is accompanied by our signature ‘Magic Moments’ soundtrack,” Lee said.
The soundtrack is the same used by BWM Sydney for the preceding campaign released in August last year. According to Whybin\TBWA CEO Paul Bradbury, this year’s first campaign successfully continues where ‘How’s your form?’ left off. “The TAB team has done a brilliant job establishing the ‘How’s your form?’ campaign platform. We feel confident we have continued the fun and enjoyment that this idea delivers,” Bradbury said.
The campaign will be supported through Outdoor, Print, Digital, Radio, and In-store channels.
FULL CREDITS:
Agency: Whybin\TBWA Sydney
Client: TAB
Clients: Glenn Lee, Scott Colvin
Executive Creative Directors: Dave Bowman and Matty Burton
Creative Team: Clive Blackstone and Ken Buchan
Account Director: Richie Taaffe
Director: Sean Kruck
Production Company: Finch
Media Agency: OMD
