How trolling Ireland with billboards refreshed an NZ bookmaker

The brief

With all the shiny new online betting agencies out there, New Zealand’s 70-year-old bookie, TAB NZ, was increasingly being seen as old school and irrelevant among the younger generation. This campaign changed that.

The idea

Chemistry was looking to shake off the cobwebs from the brand and do something new and unexpected that gave them more relevance among the 18-34-year-old audience. The All Blacks v Ireland rugby series was the perfect opportunity to do just that.

Tab NZ couldn’t resist giving the Irish rugby team a cheeky reminder of the challenge that lay ahead. It embarked on a month-long campaign that targeted the Irish with ‘helpful’ facts and stats asking them to consider the odds.

After a huge amount of research, it had an armory of topical points that it could roll out reactively during the tour. TAB NZ led the ever-changing conversation and made the brand feel relevant again.

This includes reminding the Irish just how many Kiwis were on their team.

The results

The campaign shifted the perception of TAB NZ among younger Kiwis, with a 45% uplift in consideration with 18-34 year-olds, and a 30% uplift in overall consideration with non-bettors. This resulted in a 100% increase in the number of sports fans who placed a bet on the three All Blacks games and a 50% increase in sign-ups. Guess you can teach an old dog new tricks

This campaign was a winner at The Drum Awards for Out of Home 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.