Every punter’s dream is to get a helping hand before they bet. Most likely that’s the “touch” acquired by those who look for the best betting insights and statistics. Clemenger BBDO has turned that into a visual metaphor for Racing and Wagering Western Australia’s TABtouch, with its information-rich app. The creative strategy centres on the premise that if you’ve got the touch, you’ve got a feel for what happens on the field – and if you’ve got the touch, you can make things happen on the TABtouch app. The campaign brings this “touch” concept to life through an ever-extending set of hands.
TABtouch’s The Reach brand campaign launched with AFL spots to coincide with the start of the footy season in early March, followed by a second round of creative featuring racing spots on March 29 in time for autumn racing carnivals.
The creative features 2 x 45-second executions, 2 x 30-, 5 x 15- and 3 x 6-second spots all supported by edits for online and social media channels, plus radio.
Racing and Wagering Western Australia head of marketing, Katie Roberts, commented,, “We’re proud to showcase our latest brand campaign with creative partner Clemenger BBDO and media partner The Brand Agency as we leverage the success of our brand platform and evolve our distinctive assets, to bring to life our proposition that those with the touch, choose TABtouch.”
Clemenger BBDO executive creative director, Richard Williams, added, “This campaign is the latest instalment of work delivering on the ever-engaging ‘You’ve Got the Touch with TABtouch’ platform. It reminds punters of the power in their astonishingly long and slithering, retractable hands. It’s not just about the laughs or dramatic visuals with this campaign – it’s about creating a connection with our audience, a reminder that TABtouch is at the heart of their sporting experience.”
The campaign is running nationally on Sky Racing, and in WA on subscription and free to air TV, print, OOH, digital and radio.
In addition to the TVCs, Clemenger BBDO has refreshed the TABtouch brand identity to celebrate 60 years of sharing wisdom with punters, with the new visual identity to be rolled out across all audience touch points, including social, digital, OOH and print.
Credits:
Client: Racing and Wagering Western Australia (TABtouch)
Chief Wagering Officer: Michael Saunders
Head of Marketing: Katie Roberts
Wagering Marketing Manager: Brian Murphy
Wagering Marketing Campaign Lead: Claire Rocca
Lead Designer: Mitchell Webber
Creative Agency: Clemenger BBDO
Executive Creative Director: Richard Williams
Creative Directors: Roy Leibowitz & Chris Wilson
Agency Producer (film): Jo Howlett
Agency Producer (stills and digital): Claire Bisset
Finished Art: Sam Tsui
Digital Design lead: Justin Tumilaar
Retoucher: Mike McCall
Craft: Ant Yee
Managing Partner: Jason Melhuish
Senior Business Director: Adriana Robbins
Business Managers: Mack Horton, Tyler Ronaldson
Production Company: The Sweetshop
Director: Damien Shatford
Producer: Allison Lockwood
Managing Directors: Edward Pontifex & Greg Fyson
DOP: James L Brown
Art Director: Michael Iacono
Editing & Post Production Company: ARC Edit
Post Producer: Jess Ryan
Editor: Luke Haigh
Online Post Production & VFX Company: Alt.VFX
Post Producer: Malinda McGuire
VFX Supervisor: Dave Edwards
Colourist: Matic Prusnik
Online Artist: Josh Kell
Music Composition: Sonar Music
Composers: David McCormack & Josh Pearson
Vocalists: Steve Fisher & Josie Mann
Music Producer: Haylee Poppi
Executive Producer: Sophie Haydon
Final Sound Mix: Rumble
Sound Producers: Irene Kakopieros & Tone Aston
Casting Director: Peta Einberg Casting
Stills and Digital Production:
CGI: Paul Gawman
Photographer: Nick Bowers
Production company Producer: Belinda Blooman
Digital Operator: Felipe Neves
Photo Assistants: Archie Startracom & Mike Tinney
Media Agency: The Brand Agency
