TAB FIFA World Cup
Position TAB as the wagering destination for the FIFA World Cup by placing the brand at the heart of tournament conversation, celebrating Australia's multicultural football fandom, and showcasing TAB venues as the go-to hubs to watch, cheer and bet throughout the competition.
We delivered a multi-city, editorial-first content campaign that positioned TAB at the centre of the FIFA World Cup conversation. “Where to Watch” venue guides, playful team profiles, live match-day coverage and creator-led storytelling connected fans with the best TAB venues to watch and cheer on their team throughout the tournament.
The campaign rolled out across Bondi Lines, Melbourne Lines and Brisbane Lines, amplified through Instagram, TikTok, web, app and Linktree, with reactive editorial around Australian fixtures, blockbuster clashes and the knockout rounds, plus the TAB Shoutmeter crowning the loudest venues in the country.
- 3,324,384 total impressions against a 2M target, 166% of KPI
- Australian fixtures drove the biggest moments: Türkiye vs Australia (819K) and Australia vs Paraguay (808K)
- Pre-tournament venue guides and team bios built momentum before the first whistle
- Engagement held through the knockouts, with the Final outperforming the Semi Finals
- TAB embedded in the fan experience through useful editorial, not overt advertising
What did TAB do with LINES for the FIFA World Cup?
A multi-city editorial takeover across Bondi Lines, Melbourne Lines and Brisbane Lines: Where to Watch venue guides, team profiles, live match-day coverage and creator-led storytelling that pointed fans to TAB venues throughout the tournament, plus the TAB Shoutmeter crowning the loudest venues in the country.
Which matches drove the biggest numbers?
The Australian fixtures. Türkiye v Australia reached 819K and Australia v Paraguay 808K, and the Final outperformed the Semi Finals, so engagement held through the knockouts rather than fading after the group stage.
Why did it work as editorial rather than advertising?
TAB sat inside content fans wanted anyway, where to watch and who to cheer for, so it was part of the night out rather than an interruption to it. The Shoutmeter gave venues a reason to compete for the loudest crowd, which gave LINES a reason to keep covering them.
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