TABCORP
Case Study
+87% as first choice betting brand.
+87%
My first choice betting brand (perception 18-34s)
+75%
Is a modern and inclusive brand (perception 18-34s)
+53%
Brand favorability
18-34s
+45%
Intent to bet with TAB 18-34s
The Challenge
Seen as a legacy brand rooted in racing, how can a partnership with News Corp drive salience amongst 18-34s as the preferred betting platform for all sports.
The Insight
Aussies are sports mad, it’s our favourite topic. The argument surrounding Australia’s national sport has been raging for centuries, it’s something we can never agree on.
The Idea
We initiated an unmissable debate about what is Australia’s national sport, taking this debate beyond the Sport Section and into the news cycle. We marked the end of the debate uniquely positioning TAB as being the ultimate authority to settle the matter once and for all and associating TAB with the tagline “Sport is our Sport”. We drove awareness and consideration, leveraging the race season to spotlight TAB’s rebrand amongst punters.
Products Used
For this campaign we executed through these mediums:
WRAPS
HPTO
PODCAST
CREATIVE TESTING
Key Stats
A Kantar brand lift study was used to measure the effectiveness of TAB’s FY24 brand relaunch campaign (excluding tease phase) in driving key brand KPIs as well as brand perceptions to build awareness & consideration amongst 18-34s, Sporting & Racing Fans.
+87%
My first choice betting brand (perception 18-34s)
+75%
Is a modern and inclusive brand (perception 18-34s)
+53%
Brand favorability
18-34s
+45%
Intent to bet with TAB 18-34s
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