CLIENT
Tabcorp
Jonathon Rhydderch, Senior Marketing Manager
Louise Rathbone, Senior Marketing Manager
AGENCY
Lilian Sor , Chief Strategic Officer
Rob Dougan , Head of Planning
Smaran Jworchan, Senior Account Director
Cath Bosson, Group Account Director
Matilda Treloar, Planner
Rob Harding-Smith, Planning Director
Brendan Willenberg, Creative Director
OMD
Atomic 212
SUMMARY
In their relentless drive for customers the gambling brands have resorted to screaming offers and promotions at people. It’s annoying and misses the point. TAB hit gold with the realization that gambling isn’t really about winning money, so relying on monetary offers and promotions would only get them so far. Winning in gambling required a deeper connection.
Head vs Heart didn’t shout, it asked a very simple question instead – how will you bet?
The campaign out performed 2014 by a whopping [confidential figure] even without sponsoring the national team for once.
