Effies
Australia
Summary
In their relentless drive for customers the gambling brands have resorted to screaming offers and promotions at people. It’s annoying and misses the point. TAB hit gold with the realization that gambling isn’t really about winning money, so relying on monetary offers and promotions would only get them so far. Winning in gambling required a deeper connection.
Head vs Heart didn’t shout, it asked a very simple question instead – how will you bet?
The campaign out performed 2014 by a whopping [confidential figure] even without sponsoring the national team for once.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Chief Strategic Officer | Lilian Sor | ||||||||
| Author/Head of Planning | Rob Dougan | ||||||||
| Senior Account Director | Smaran Jworchan | ||||||||
| Group Account Director | Cath Bosson | ||||||||
| Planner | Matilda Treloar | ||||||||
| Planning Director | Rob Harding-Smith | ||||||||
| Creative Director | Brendan Willenberg | ||||||||
| Senior Marketing Manager | Jonathon Rhydderch | Tabcorp | |||||||
| Senior Marketing Manager | Louise Rathbone | Tabcorp |
Category Sponsors
Other Services
