TAB Mates Bet

Insight
State of Origin. It’s State vs State. Mate vs Mate. And as a result of this, it’s the peak of Australia’s unofficial betting market – mate to mate bets. But there’s one problem…no one is holding punters to their word. Well, what if TAB could facilitate this? State vs State. Mate vs Mate.

Idea
Introducing Mates Bet, where we make the everyday, mate-to-mate State of Origin bets contractually* binding – and bring the honour back to ‘shaking on it’. Punters can visit our microsite  to access a contract, amend it to a bet with their mates and have it emailed to both parties for reference. We launched the campaign with a bet between two rugby legends Laurie Daley and Gorden Tallis, where they each have to change their middle names to the opposing team's color if their team loses. This was then amplified through the Matty Johns Show and Triple M Grill Team.

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Agency: Clemenger BBDO Sydney
Client: TAB
CCO: Ben Coulson
Creative Director: Brendan Willenberg
Copywriter: Adam Smith
Art Director: Elaine Li
Craft Designer: Alex Kidd
Retoucher: Giles Davis
Group Account Director: Cath Bosson
Senior Account Director: Smaran Jworchan
Graduate: Cameron Burnett
Producer: Steve Tindall
Production: Hecktown
Director: Adam Blaiklock