TAB has launched a national FIFA World Cup campaign, developed by Bastion in partnership with OMD, positioning TAB venues across Australia as destinations to watch the tournament.
The campaign kicked off with an event at The Star in Sydney, bringing together creators, sporting personalities and football talent ahead of the tournament.
Rolling out across television, social, retail, PR, and experiential, the campaign is built around TAB’s venue network as locations for Australians to watch matches together. Creator-led content, venue activations and matchday experiences will run throughout the tournament, with creators and ambassadors attending TAB venues nationwide.
The campaign builds on TAB’s broader ‘Shout!’ platform, which the release describes as celebrating the energy, emotion and collective experience of live sport.
Research underpinning the campaign found that 61 percent of Australians said they would rather watch World Cup matches with friends, family or work colleagues than alone, while 48 percent are planning to watch at least one match at a pub, bar, club or live site during the tournament.
“Sport has always had a unique way of bringing Australians together,” said Jack Watts.
“Whether you’re a diehard fan who will watch every game, or just there for the atmosphere, this campaign celebrates the shared experience of watching sport with others. Sport has an incredible ability to bring people from different backgrounds, cultures and communities together. This campaign is about turning TAB venues around the country into places of celebration, where everyone feels welcome, connected and part of the moment, no matter who they support or where they come from.”
“With venues across the country, we have a unique opportunity to create shared experiences for football fans throughout the World Cup,” said Kent Madders, General Manager of Marketing, TAB.
“Working with Bastion and OMD, we wanted to build a platform that would bring that to life, turning our venue network into destinations for supporters across the tournament.”
Credits
TAB Marketing Team
Bastion Agency
Film Director: Armand de Saint Salvy
Sound: Massive Music
OMD
