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.

Credits:

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

Client: TAB

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