“This would never happen in any other country, in any other sport.”
Enda Brady, Sky News UK

It’s no secret that the All Blacks are notoriously hard to beat on their home turf, and it’s near impossible at Eden Park – where they haven’t lost since the TV show Friends began its glittering 10-season run. So, for the Ireland v NZ rugby series, we targeted the Irish rugby team with a series of cheeky reminders of the challenge they face on the field—asking them to simply, consider their odds.

We showed up at the airport, in three different cities, and on key travel routes. A roving billboard followed the team around, and we even took to the skies with a plane banner. TAB was everywhere for an entire month, sparking a tonne of conversations on social and in New Zealand and international media.

Not only did TAB see record-breaking sign-ups and betting on the games—our campaign shook the cobwebs off the 70-year-old brand, increasing consideration for TAB among young Kiwis by 45%. Not bad for a bit of banter.

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