In 2009, Tom Waterhouse was the country’s leading on-course bookmaker. Our challenge was to launch Tom’s brand into the intensely aggressive online environment where many large-scale competitors were spending upward of $20m. To achieve this, we needed to create a significantly differentiated brand.
If there was one thing that set Tom apart from many of his faceless competitors, it was his impeccable punting heritage. Going back three generations, the Waterhouse name has been at the forefront of Australian bookmaking and racing. By using Tom as spokesman for the brand, we created an aspirational campaign that promised punters a betting experience that was clearly a cut above any other.