Hit play to watch the video
Warriors fans had had a tough season despite being as loyal as they come. So to reward their unfailing support, we worked with TAB NZ to dish out a Hall Pass – a once-only opportunity for them to hook up with another team for the 2022 NRL Grand Final.
Focusing on the insight that true Warriors fans feel as though they are cheating if they support another team, especially an Australian one, our tongue-in-cheek campaign sent NRL Grand Final betting into overdrive.
We recruited comedian Ben Hurley to launch TAB Hall Pass in his trademark satirical style, allowing fans to bet on two games with zero guilt and 100 per cent freedom to hook up with another team.
The campaign, which featured across YouTube video (15” & 30”), social, email, digital and influencer channels, allowed fans to unlock a $20 Bonus Bet when they placed a $5+ bet on the Grand Final, plus go into the draw to win a 5-season double pass to the Warriors.
Sky high customer engagement
Despite the fiercely competitive sports betting market in New Zealand, the Hall Pass campaign sent customer engagement to all new levels. Almost 32,000 customers had a bet on this year’s NRL Grand Final, smashing last year’s result of 19,000.