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As New Zealand’s only sports betting brand, TAB is vital for supporting grassroots sport across the country. But negative perceptions as an ‘old man’s brand’ meant TAB was losing share to online brands like BET365. How could it win back digitally savvy Kiwi sports fans?
Reinventing TAB as an entertainment brand
What if TAB switched from being a gambling brand to an entertainment brand that connected emotionally with sports fans? Our new creative platform showed how only TAB amplifies sporting enjoyment – delivering excitement you can’t contain. We repositioned TAB as digital-first entertainment, turning betting into a shared experience that creates stronger social connections.
Brand TVC: ‘Noise control’
Brand TVC: ‘Golf’
Thrilling results
And did it work? You bet. Research showed that TAB was being viewed in a whole new light, creating a positive, modern and upbeat brand shift that captures what makes sport so special to Kiwis. Best of all, this was reflected in an outstanding financial performance for TAB.
6 second bumpers
Optimised for mobile
Social engagement
Digital banners
