When M&C Saatchi states that TAB is “boldly going where other brands have gone before, but no app has…as far as we know,” the agency means that it has launched the new TAB app from space.
It’s an attention getting device, of course. The features of the new app are not available in space as TAB notes in its ad. But its enhanced content, products and experience are available on a national scale. The from-space Launch Launch highlights TAB’s technical capabilities to Queenslanders, South Australians, Tasmanians and Territorians and now consistent experience for customers betting with TAB anywhere in the country.
Amping up the drama is Puccini’s Madame Butterfly in striking juxtaposition to a voiceover that reflects on how the brilliance of the TAB App is wasted in space (albeit incredible on earth, apparently). The spot features hero products that are major updates for the audience, such as Venue Mode and US sport content.
“We always aim to be bigger than the bet with TAB comms, now we’ve literally gone higher than the bet by joining the ranks of the world’s most ambitious brands. The TAB App is now the first app in space where it’s less than optimal, but I guess that’s the point,” stated Cam Blackley, M&C Saatchi chief creative officer.
Luke Waldren, executive general manager marketing, customer and product at TAB, added, “Taking the final step for our Queensland, South Australian, Tasmanian and NT customers, where they’ll join a TAB platform offering the best digital experience possible is really exciting for our business and customers alike. The Launch Launch work from our M&C Saatchi team celebrates this in a way only TAB can. Long May We Play, everywhere in Australia (or in space).”
The TV campaign will be supported through radio, press, digital, social and retail point of sale.
As part of the campaign, NASA has been challenged by the team to accept the TAB App at their space station, to demonstrate its prowess and stature. Whether or not the team reaches them and their journey and bid for NASA stardom will be documented through a series of social pieces to help tell that story. Either way, all of these elements help herald TAB as the first wagering brand to launch an app into the stratosphere.
Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Doug Hamilton
Head of Art: Chris Cheeseman
Integrated Craft Designer: Matthew Harrington
Senior Designer: James Nielson
Senior Broadcast Producer: Lill Schroeder
Head of Broadcast: Loren August
Associate Executive Producer: Henry Welch
Group Managing Director: Russell Hopson
Head of Strategy: Nick Jacobs
Group Head: Jasmina Porter
Account Director: Joshua Johns
Account Manager: Kurt Griffin
Project Director: Dean Trendler
Media: OMD, Australia
Executive General Manager Marketing, Customer & Product: Luke Waldren
Head of Brand and Marketing: Kent Madders
General Manager Media & Sponsorship: John Vellis
Marketing Manager, Product: Martin McEnery
Marketing Manager, Racing: Matthew Silk
Marketing Coordinator – Sport: Edward Keir