TAB had a brand new app, but few new users, as punters preferred the competition's heavily-promoted offers. To raise awareness of the app. we created the "Sport on Tap" platform, featuring TAB's wide range of sport bursting from within the confines of the app itself. The campaign used existing and found assets to produce multiple executions in various channels, with the first going live within 3 weeks. We also launched TAB's social betting offering, which we dubbed "Bets Friends". In all, the campaign ran for 6 months, achieving outstanding cut-through and clawing back market share from the competition in a crowded gaming market.