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TAB New Zealand are on a mission to ditch their old-school reputation and show up differently. Getting behind our national team for the All Blacks vs Ireland rugby series was the perfect opportunity to do that. But how do you support a team when you don’t have the rights to their name?
We targeted the Irish team instead. From the moment they landed in Auckland, to the moment they left the country, TAB was there with a cheeky campaign to remind the underdogs of the challenge they faced against the All Blacks – by asking them to simply Consider The Odds.
We ditched TAB’s brand colours, making our billboards green to get the team’s attention. Then we showed up at the airport, in three different cities, and on key travel routes.
A roving billboard followed the team around, and we even took to the skies with a plane banner. We stayed tuned throughout the twists and turns, ready to fire off topical social posts and change out headlines depending on results.
The biggest twist of all? Ireland won the series, and we pivoted our campaign to celebrate the underdogs who beat the odds. A move that went viral in Ireland.
Epic results
Not only were our headlines a catalyst for conversation in New Zealand and around the world, TAB saw record-breaking sign-ups and betting on the games. The best part? Asking Ireland to consider the odds got 45% more young Kiwis considering TAB, showing a shift in brand perception. Not half bad for a bit of banter.
