TAB: Head v Heart

TAB, an Australian online betting company, increased awareness and consideration in Australia by launching a film featuring Team Head and Team Heart to highlight opposing betting strategies.

Executive 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.

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