Chemistry brought to life a tongue-in-cheek campaign allowing fans the opportunity to hook up with another team
Warriors fans have had a tough season despite being as loyal as they come. So to reward their perseverance and support for the team, TAB via Chemistry has dished out a Hall Pass – a once-only opportunity for them to hook up with another team for the 2022 NRL Grand Final.
Focusing on the insight that true Warriors fans feel as though they are cheating on their team if they support another team, especially an Australian one, Chemistry brought to life a tongue-in-cheek campaign that sent NRL Grand Final betting into overdrive.
Patrick Murphy, creative director and co-founder of Chemistry, says: “We recruited comedian Ben Hurley to launch the TAB Hall Pass campaign, allowing fans to bet on two games with zero guilt and 100 per cent freedom to hook up with another team.”
“Ben’s use of satire around the Warriors’ season and the use of humour throughout the digital and video adverts brought the idea to life while also showcasing the TAB way, which is all about having fun and being in the game no matter what.”
The campaign, which ran from the 26th of September 2022 right through to the NRL Grand Final on Sunday the 2nd of October 2022, featured across YouTube video (15” & 30”), social media, EDM, digital and influencer channels. The Hall Pass allowed fans to unlock a $20 Bonus Bet when they placed a $5+ bet on the Grand Final, plus go into the draw to win a five-season double pass to the Warriors.
Jodi Williams, TAB NZ chief marketing and customer officer, says, “The sports betting market is fiercely competitive, so to see our NRL Hall Pass campaign send customer engagement to all new levels was extremely exciting for our team.”
“Almost 32,000 customers had a bet on this year’s NRL Grand Final, smashing last year’s result of 19,000. Many of those 32,000 customers jumped in on the free $20 Bonus Bet offer that anchored the Hall Pass promotion.
“These results show these campaigns are capturing interest and building momentum for TAB NZ. Most importantly, New Zealand sports will directly benefit from our customers through the distributions that TAB NZ passes on to national sporting organisations as a result of Kiwis betting with us.”
Theo Larmer-Cottle, business director at Chemistry, says, “It’s always rewarding to see a campaign go above and beyond client expectations and the TAB Hall Pass was no exception.
“From the creative to the mechanic behind the promotion itself, we are proud of the results achieved for TAB NZ, and the ‘text gag’ at the 15’ mark in our 30” video was just brilliant!”
The TAB Hall Pass campaign represents further momentum for Chemistry, who has been applauded for their work on TAB’s All Blacks Vs Irish campaign, the new brand platform for MTF Finance and the brand campaign for Red Rat streetwear.
CLIENT: TAB NZ
BRAND AND CAMPAIGN MANAGER: Chris Perry
CRM MANAGER: Luke Butterfield
MARKETING EXECUTIVE: Samantha Ritchie
SOCIAL MEDIA MANAGER: Karl Tily
CREATIVE DIRECTOR: Patrick Murphy
SENIOR CREATIVES: Neill McAlpine, Jacqui Barry and Matt Watts
BUSINESS DIRECTOR: Craig Harrison & Theo Larmer-Cottle
AGENCY PRODUCER: Beatrice Bearne, MetroEXP
LINE-PRODUCTION AGENCY: Eyes & Ears
DIRECTOR: Luke Thornborough
DIRECTOR OF PHOTOGRAPHY: Sash Samaratunga
PRODUCER: Porvi Forma
STILLS PHOTOGRAPHY: Sacha Stejko
MEDIA AGENCY: MBM
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