Challenge

The TAB business is evolving, and one channel that had not been activated was their network of 4,000 pubs and clubs across the country. TAB needed to give Punters a reason to believe, a reason to be there and a promotion they couldn’t get anywhere else.

Introducing ‘TAB Time’.

Solution

‘TAB Time’ is a Retail only wagering offer you cannot get anywhere else.

Bastion had the task of bringing this to life across 70,000 screens in 4,000 venues. We needed something that iconically connects to Sport and Racing, in the most authentic of ways.

So we used one of the most iconic catch-cry’s in Sport, UFC announcer Bruce Buffer’s ‘Iiiiiiiit’s Time’. Rebranded ‘Iiiiiiiits TAB Time’, Bruce delivers his iconic line while a virtual AI world of Sport and Racing come to life around him, combined with a custom remix of Racing’s most iconic sound, the ‘Call to Post’.

The utilisation of AI was an Australian first, and allowed us to shorten the production schedule from 3 months to 3 weeks. We were able to take a likely cast of 100 (including cheerleaders, marching bands and stadiums crowds) across 4 production days, to a cast of 1 (Bruce himself) for 4 hours. We were able to shoot Bruce interacting live with the AI imagery on the virtual screens behind him as well as cut in new footage in post.

‘Iiiiiiiiit’s TAB Time’ is has now been rolled out in pubs and clubs across the country.