The Brief

Australia’s largest betting company TAB, is an official partner of the ‘The Socceroos’, who qualified to play in the FiFA World Cup in Brazil and were ranked the lowest in the world. They were also drawn against super teams Chile ranked 15th, The Netherlands ranked 5th, and the previous World Cup holders Spain – who were ranked number 1. We had to attract existing and new customers to the TAB to back the Socceroos and continue betting on World Cup games long after Australia’s campaign was over, all fans needed was a good reason.

Describe how the promotion developed from concept to implementation

Australia’s sporting colours are green and gold. Fortunately, even if Australia didn’t win, the home-side Brazil also share the same colours. So we created TAB BACK GOLD dual-team supporter’s gear, available as a gift with purchase for backing Australia at TAB stores around the country. It contained a reversible scarf & beanie with Australian gold on one side and Brazilian gold on the other. The World Cup kicked off during the Australian winter, thousands of fans would need warm supporter’s gear when they watched the games in the cold hours of the morning.

Describe the success of the promotion with both client and consumer including some quantifiable results

All 130,000 Back Gold supporter’s packs were purchased by TAB outlets nationally and were seen everywhere. The Back Gold pack was the centre of our campaign, which exceeded all objectives. Primary Marketing Objective: Loyalty Target: 9,000 new account registrations by the end of the tournament. Result: 34,400 new account registrations; 380% above target. Business Objectives: Bets placed Digital results tickets on Round of 16 matches increased by 67%; 150% above target. Digital correct score tickets on Quarters, Semis & Final matches increased by 98%; 180% above target. Digital results tickets on World Cup Final increased by 115%; 190% above target.

Explain why the method of promotion was most relevant to the product or service

Although Australians often pick another team to get behind during the World Cup, no one has ever seen supporter’s gear designed specifically for the purpose of supporting two teams, the Back Gold pack gave everyone the same second team to get behind, Brazil. After supporting the Socceroos v Spain game, punters shared a moment of excitement with TAB by cheekily flipping over their gear to back Brazil v Croatia, which also encouraged them to stay betting with their second gold team all the way through to the semi finals with the TAB.