TAB: “Requiem for a Pie” - 60s
Australia’s Totaliser Agency Board (TAB) use a pie and a flock of seagulls to encourage more use of the government’s Covidsafe contact tracing app. The gambling body reckon it’s the surest way to help fans return to the likes of Sydney Cricket Ground before long… and to piss off hungry gulls into the bargain.
It's also a diverting way to draw attention to the brand’s loose altruism - after all, they want money in the bank as well as bums on seats. However, continued uncertainty over the app’s effectiveness makes you wonder if TAB are betting on the right horse. At least it's not just us on the digital backfoot.
||Matt Devine Ⓟ Ⓦ (Biscuit Filmworks Ⓟ Ⓦ)