TAB has officially launched its World Cup campaign, kicking off with an event at The Star in Sydney bringing together creators, sporting personalities and football talent ahead of the tournament.
But the biggest finding wasn’t just football interest it was how Aussies want to experience it.
More than six in ten Australians (61 per cent) said they would rather watch World Cup matches with mates, friends, family or work colleagues than on their own, while nearly half of Aussies (48 per cent) are planning to watch at least one match at a pub, bar, club or live site during the tournament.
Developed by Bastion in partnership with OMD, the national campaign is built around one simple idea: there’s no better place to watch the World Cup than at a TAB venue.
Rolling out across television, social, retail, PR and experiential, the campaign positions TAB venues across the country as destinations for Australians to come together and experience the tournament as a crowd.
Creator-led content, venue activations and matchday experiences will bring the campaign to life throughout the tournament, with creators and ambassadors attending TAB venues nationwide to capture the atmosphere, emotion and energy of World Cup football.
The campaign builds on TAB’s broader ‘Shout!’ platform, which celebrates the energy, emotion and collective experience that makes live sport so powerful. Extending that thinking into the World Cup, the campaign taps into the atmosphere, anticipation and shared moments that turn football into a cultural event Australians want to experience together.
With a national footprint no competitor can replicate, TAB is uniquely positioned to create shared viewing experiences at scale, turning its venue network into the home of shared World Cup moments throughout the tournament.
The integrated campaign brings together strategy, creative, production, social, PR, experience and research under a single platform, demonstrating Bastion’s ability to put clients in a position of strength by combining the agility of an independent with the scale and capability of a global network.
Jack Watts said:
“Sport has always had a unique way of bringing Australians together. Whether you’re a diehard fan who will watch every game, or just there for the atmosphere, this campaign celebrates the shared experience of watching sport with others. Sport has an incredible ability to bring people from different backgrounds, cultures and communities together. This campaign is about turning TAB venues around the country into places of celebration, where everyone feels welcome, connected and part of the moment, no matter who they support or where they come from.”
Kent Madders, TAB General Manager of Marketing:
“With venues across the country, we have a unique opportunity to create elevated, shared experiences for football fans throughout the World Cup. Working with Bastion and OMD, we wanted to build a platform that would bring that to life, turning our venue network into destinations for supporters across the tournament.”
With the World Cup kicking off on 11 June, The Cup at TAB will roll out throughout the tournament, venue activations and creator-led content bringing the campaign to life at participating TAB venues across Australia.
