TAB has launched a major new product and campaign via Sugar&Partners. The TAB Triple Trio campaign, starring actor John Leigh, will start with a prize pool of $1 million dollars this Saturday.
Triple Trio a popular racing bet type in Asia will be the most entertaining way for New Zealanders to win big every Saturday.
Mike Heath, Head of Marketing and Digital Sales, NZ Racing Board, says “We’re all very excited about the launch of the campaign that has touched every part of our business. To help bring it to life, we’ve worked very closely with Sugar&Partners from start to finish and that has given us a great campaign that we a hugely proud of.”
Dave Nash, Creative Director, Sugar&Partners says “TAB Triple Trio gives New Zealand an entertaining way to have a punt at winning big, week-on-week. Our challenge was to not only communicate the promise of big wins each Saturday, but that the big win was achievable through both chance and skill. The worldly captain character and fishing analogy was the perfect way to communicate this, nailing skill and chance in equal measure.”
The launch ad, directed by Robber’s Dog director Daniel Borgman, went to air on Tuesday 14th of January.
“We were very lucky to partner with Robbers Dog on this, Daniel delivered like the seasoned pro he is, while George (Mackenzie) managed to assemble the A-Team and pull rabbits out of hats all over the show,” adds Nash.
Sugar&Partners, MBM and TAB have created the fully integrated campaign consisting of a launch TVC on TV1, TV2, Sky, Trackside and TAB TV, radio, retail-point of sale, outdoor, on-course, DM, digital display and social media creative leading to a streamlined and responsive TAB web experience at tripletrio.co.nz.
CLIENT: TAB, NZ Racing Board
Head of Marketing and Digital Sales: Mike Heath.
Campaign Manager: Katherine O’Connor
Campaign Coordinator: Samantha Emms
Project Manager: Karen Mann
Head of Totalisator Betting: Michael Dore
Senior Editor – Graphics: Rhyce Barker
CREATIVE AGENCY: Sugar&Partners
Creative Directors: Damon O’Leary & Dave Nash
Creative Team: Anna Paine & Owen Bryson
Head of Design: Hamish McArthur
Digital Art Director: Vikki Cheng
Account Director: Campbell McLean
Digital & Social Account Manager: Kate Ferriman
Head of Planning: Tania Stevenson
Head of Content: Wictoria Markula
Creative & Studio Services: Gary Butcher
PRODUCTION COMPANY: Robber’s Dog
Director: Daniel Borgman
Managing Director: George Mackenzie
Executive Producer: Mark Foster
DOP: Andrew Stroud
Editor: Alex O’Shaughnessy
Post House: Blockhead
MEDIA AGENCY: MBM