TAB needed to reinvigorate its brand and reach a younger audience of sports fans. We needed a big brand idea that talked to a real insight about betting - it elevates the bettors experience because now they’ve got skin in the game.

As a result, we created the ‘Now You’re in the Game’ campaign, including radio, online and TV executions.

The campaign made an instant impression on its audience, prompting a 40% increase in app downloads and registrations.