The document discusses the "We Love A Bet" advertising campaign by TAB, an Australian betting agency. The campaign objectives were to promote TAB's role in memorable betting experiences, remind customers that TAB offers more memorable experiences than competitors, and highlight TAB's ability to bet across multiple platforms. The campaign considerations included using Australian sporting legends in commercials with distinct Australian humor, placing ads across television, radio, digital and social media platforms, and targeting key demographics of men aged 25-34 who are most likely to bet online. Results indicated growth in digital turnover, fixed odds revenue, active accounts, and new customer acquisition.

2. “As Australians we love the beach, we love a beer and we love a bet. It’s part of who we are. And there’s no
brand that encapsulates this Aussie passion for betting more than TAB.”
- Paul Nagy, Executive Creative Director, Clemenger BBDO

3. ’We Love A Bet’ Campaign Objectives
• Capture TAB’s role in the unique social and memorable moments punters experience when placing
a bet with TAB.
• Remind customers that TAB creates more memorable experiences than anyone else.
• Further introduce our ‘omnichannel’ focus, utilising the uniqueness of providing the ability to bet
across multiple platforms
Mark Geyer - NRL Greg Hall - Racing Chris Judd - AFL

4. Chris Judd - AFL
’We Love A Bet’ Campaign considerations
“any communication theory that fails to take into account
the place in which domestic commercial communication is
received as normal, doesn’t and can’t understand
contemporary Australian communication”
- Bruce Fell, Lecturer – Charles Sturt University, 2017
• Song choice – ’Always’ Bon Jovi
“The right song to an ad can increase attention, enhance
emotional response, increase recall, influence intention to buy…
“There needs to be a clear fit between an ad’s soundtrack
and the message or product it intends to promote…”
- Jenny Nash, International Marcomms Opinion, 2014
• Use of Australian sporting legends – characterised with distinct Aussie humour!

5. • Multiplatform options - Affordance
’We Love A Bet’ Campaign considerations
Television - reach at time of events (includes Sky Racing Channel)
Radio - reach at time of events (includes TAB radio)
Digital - live streaming of events, easy click through to
app/domain, low cost
Digital (Social) – commercials uploaded to Facebook, Twitter,
Instagram for exposure, and shared by consumers
SMS - Used with ‘We Love A Bet’ branding, hard to measure
brand impact on betting behaviour
PoS - live streaming of commercials in pubs, clubs, outlets and
on-course, appeared to enhance TAB social experience
”The affordances of the environment are what it offers the animal, what it
provides or furnishes, either for good or ill.”
- Gibson, 1979

6. • Key ‘punter’ demographics
Men aged 25 to 34 were the most likely to have placed a bet in any given
three months. 6.1% of this age group were most likely to place a bet on sport
via the internet. (Morgan, 2014)
’We Love A Bet’ Campaign considerations
“Actor –network…whenever you wish to
define an entity (an agent, an
actor) you have to deploy its
attributes, that is, its network”
– Latour, 2011

7. • Key ‘punter’ demographics continued, weighting networks – TAB net worth?!
’We Love A Bet’ Campaign considerations
Metrotechs
• younger, gregarious, tech-savvy
• equally likelihood of betting TAB outlet /online,
whether they’re having a drink with friends at the
pub and place a bet, or they have a quick wager on
their smartphone while watching on TV
• Metrotechs adapt to the occasion
Today’s Families
• use the internet to place bets
• well-paid, living in tech-enriched outer-suburban
homes
• young, family-focused, love their gizmos, wouldn’t
think twice about placing bets online.
Leading Lifestyles
• visit a TAB agency than go online
• older, affluent individuals - enjoy the good life,
not averse to the occasional flutter for a bit of
fun
• going to the local TAB is part of the experience
Further research…
- Morgan, 2014

8. Reach….
…Impact?

9. ’We Love A Bet’ Results
“Key performance metrics were strong
with digital turnover growth of 13.9%
and fixed odds revenue growth of
15.0% indicating progress towards
harnessing the power of our integrated
digital and retail platforms.
“Active TAB account customers
increased by 9.7% to 475000, and were
driven by 13.3% growth in new
customer acquisition and strong
customer retention rates.”
- Tabcorp 2016/2017 Annual Report - Financial Report, 2017

10. ’We Love A Bet’ Presentation References
- Fell, B. (2017, November). Week Two CCI502 Lecture Notes.
1. Canberra, ACT, Australia: Charles Sturt University.
- Gibson, J.J. (1979). The Ecological Approach to Visual
Perception. Houghton Mifflin Harcourt (HMH), Boston.
https://en.wikipedia.org/wiki/Affordance
- Nagy, Paul (2016) Executive Creative Director, Clemenger
BBDO http://www.campaignbrief.com/2016/08/tab-
launches-new-we-love-a-bet.html
- Nash, Jenny (2014). International Marcomms Opinion, BLOG
https://blog.ebiquity.com/2014/06/the-role-and-impact-of-
music-in-advertising
- Latour, Bruno. (2010, February). Keynote speech,
INTERNATIONAL SEMINAR ON NETWORK THEORY:
NETWORK MULTIDIMENSIONALITY IN THE DIGITAL AGE
Annenberg School for Communication and Journalism Los
Angeles http://www.bruno-latour.fr/sites/default/files/121-
CASTELLS-GB.pdf
- Morgan, R. (2014, September 22). Roy Morgan. Retrieved
January 13, 2018, from Sports betting via the internet more
popular than TAB outlets:
http://www.roymorgan.com/findings/5817-internet-sports-
betting-more-popular-than-tab-201409212307
- Tabcorp 2016/2017 Annual Report - Financial Report. (2017,
August). Retrieved December 2017, from Tabcorp Holdings:
https://www.tabcorp.com.au/TabCorp/media/TabCorp/Med
ia%20Releases/Tabcorp-AR-2017_Draft-38.pdf