TAB Magic Millions

Magic Millions

We needed to create an eye-catching brand activation to drive partnership awareness of TAB’s association with the 2022, The Star Gold Coast Magic Millions Carnival, and deliver impact as part of iconic barrier draw, which sees thoroughbreds gallop down the Surfers Paradise Foreshore with champion jockeys on board.

Grab a Winner.

Our response, a giant TAB ‘Grab a Winner’ fan-boosted booth atop a TAB branded platform which one lucky contestant would be challenged to step inside and grab a ticket, all with the chance of winning a life changing amount of money. To drive association with the Magic Millions carnival and connect to the racing industry, the tickets up for grabs coincided with the saddle cloth numbers of the horses taking part in the 2 YO Classic. The task was simple, grab the number of the horse that eventually wins the iconic race and leave $100,000 richer, all courtesy of TAB.

The activation made a statement across social, digital, content and created a media buzz.