| Title | BLOCKER THE PSYCHIC ROACH |
| Brand | TAB |
| Product / Service | TAB |
| Category | C06. Other Digital Channels |
| Entrant | ANALOGFOLK Sydney, AUSTRALIA |
| Entrant Company | ANALOGFOLK Sydney, AUSTRALIA |
| Advertising Agency | ANALOGFOLK Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Tom Hull | Analogfolk | Client Partner |
| Gabor Zins | Analogfolk | Creative Technologist |
| Jack Brown | Analogfolk | Creative Technologist |
| Stephen Levin | Analogfolk | Senior Producer |
| Jenn Aspinwall | Analogfolk | Senior Creative |
| Pia Chaudhuri | Analogfolk | Senior Creative |
| Matt Grogan | Analogfolk | Executive Creative Director |
| Matt Robinson | Analogfolk | Managing Director |
CLIENT TAB, the leading betting agency in New South Wales, Australia. CHALLENGE Increase bets on first try scorers during the State of Origin rugby series (Queensland vs. New South Wales), in a state where fans are disillusioned with their team. IDEA Get fans excited to support their team through a ‘psychic’ cockroach (the NSW mascot) who foretold that NSW would win. The roach offered LIVE, personal predictions for fans to help them choose the right player to bet on. RESULTS Increase in bets over previous year In one week, 5,000 new Facebook fans and 453,000 reached PR/earned media goals achieved