BWM backs a winner with new TAB campaign

The campaign introduces a new identity, positioning and brand line for TAB, ‘How’s Your Form?’

“We’ve embraced the opportunity to present a fresh and innovative face to the wagering marketplace for what is one of Australia’s truly iconic brands,’’ said General Manager of Marketing Communications Glenn Lee.

BWM executive creative director Rob Belgiovane said: “It was a great opportunity to be involved in such an established brand in a top to bottom capacity from the seed of a positioning, brand identity, through to customer comms”.

The advertising campaign taps into winning moments that are unique to the TAB, reminding people that only TAB offers real, tangible and sociable experiences.

Belgiovane added: “With increasing numbers of players in the market it was time to remind Australians why betting with the TAB is a better experience than a simple trade with the online-based competition”.

“We’ve brought the campaign to life by highlighting the different ways of celebrating a win, whether it’s a swagger or a jig on the walk to collect, hugging or even kissing a random stranger – all the executions highlight some of the ways we celebrate a job well done.”

Spearheaded by two TV spots the campaign is supported by print, outdoor, point of sale, social media, radio, and experiential activity.