SYDNEY, AUSTRALIA – Wednesday September 11, 2013 – Whybin\TBWA Sydney’s first work for TAB launched last weekend, building on the ‘How’s your form?’ campaign that launched successfully last year.
The campaign will be spearheaded by two TVCs, ‘Robot’ and ‘Hula’, and supported through Outdoor, Print, Digital, Radio and In-store channels.
The campaign idea evolves the existing story of mates celebrating a magic moment at the TAB. ‘Robot’ and ‘Hula’ show how those spontaneous celebratory moves can become part of that mateship’s lore.
Glenn Lee, TAB’s General Manager Marketing Communications, said: “Sociability remains at the core of the TAB brand and 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.”
Paul Bradbury, CEO of Whybin\TBWA added: “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.”