Hit play to watch the case study video
The Football World Cup was about to kick off in Qatar. How could TAB get the attention of New Zealand’s younger sports fans – when we’re a nation of rugby fanatics?
By committing absolute sacrilege, that’s how. We took a set of rugby posts and turned them into football goals to indicate to the whole nation that it was now Football Time. Then we introduced this symbolic gesture via a 30 second TV spot, strategically placed following the All Blacks’ final game of the season.
Putting TAB at the centre
From there, our new-and-improved goalposts started appearing everywhere. It was all about driving betting frequency by dialling up the excitement around football and positioning TAB as the best way to embrace the World Cup.
We even used them to create an online penalty shootout game, where players could win their share of $250,000 in bonus bets.
Staying topical through OOH
Once the idea of Football Time had been established, it was all about staying topical. By building a custom template connected to our OOH placements, we could swap out messaging in real time, allowing us to lead the conversation every step, shot and save of the way.
Epic results
By changing the game for a month, we helped drive a record World Cup turnover for TAB – even with the minor vandalism charge (just kidding).
