Situation

As the world entered Covid lockdowns, businesses like pubs, clubs and retail venues had to shut their doors. Socialising with mates in the pub and enjoying a punt of sport was off-limits.

Brief

Find a way to create deeper connections between our customers (punters) and the sports they love during lockdown. Keep TAB relevant when they could not physically get to a TAB pub or retail outlet.

Objectives

Create brand love during isolation and remain top of mind as the wagering company that gets what matters to their customers.

The TAB Lockerroom solved a problem for the TAB brand and the TAB customer by reimagining a piece of technology that had become the new normal during lockdown. We saw the Zoom/Google video conference phenomenon as an opportunity to combine our customer data, wagering platform, info screens and live sport content streams to give customers as close to a TAB pub experience that was possible during isolation. Each TAB Lockerroom was private, allowing mates to send personal calendar invitations to join for a sporting event and hangout together like they once did in their favourite pub.

Don’t just say. Do.

Do something tangible for sports fans to get fans who were trapped on the sidelines into the action. We needed to provide tangible connections to the things they love seamlessly.

We reimagined video con platforms like Zoom or Google Hangouts to connect people to TAB, sport and each other by using Twillio to reconfigure the type of content streamed in live windows. Each of these TAB Lockerrooms was private and accessed by a personal calendar invitation powered by eCal and linked to events which activated live sport streaming and Skybet market info screens on a web based platform. This web-based platform was live for 10 weeks during the busiest calendar of sport in history due to lockdowns that had shifted and condensed when these events would occur.

The TAB Lockerroom helped to convert TAB pub and retail customers to our digital betting platforms during COVID, leading to +50% increase in new digital customers across the campaign period.

43,000 participants

9,867 unique visitors

65% of calendar users clicked through to the Lockerroom.

$0 media spend

Customers spent a total of 36,000 hours catching up with mates in the TAB Lockerroom while TAB pubs were closed.