TAB Virtual Reality Activation - Saddle Up with TAB

Next-level TAB on course activation brings guests even closer to the sport of racing on a variety of scales!

As part of the Sydney Autumn Racing Carnival, EP Agency was briefed to design a series of activations with the objective of delighting customers, thinking big, bringing people together and being closer to the thing you love – racing! With over 20 different events and venues over 3 months, the brief also called for the activation to be produced over several race days ranging from Regional and Country Championships to larger and more prominent major race days at Rosehill Gardens and Randwick Racecourse.

EP Agency designed a series of unique activations which incorporated innovative technology and social media with scalable participation and infrastructure. For the major race meetings such as the Longines Golden Slipper and The Championships, EP Agency designed and collaborated with virtual reality specialists, Catalyst VR on the development of the Saddle Up With TAB activation.

The innovative virtual reality campaign gave race goers the chance to experience the thrill of a day in the life of a jockey and Australian thoroughbred racing in virtual reality. Riding on or against champion horses, it was a truly immersive experience unlike anything Australian racegoers have experienced before. 

Set up in an existing TAB shipping container stage EP Agency had previously produced, the experience included saddle stools and jockey’s whips to complete the experience. The vision from the virtual reality user could be viewed by others on the screens built into the activation. 

For the Country and Provincial Championships, the activation needed to be mobile and compact. EP Agency creatively developed and managed a TAB branded “Virtual Mirror” where guests could select a jockey silk which would appear as part of their reflection. Guests could print out a photo and post to their social media accounts.

Project Scope:
  • Brand activation
  • Creative concept
  • Virtual reality
  • Augmented reality
  • Content creation
  • Custom structure
  • Design and build
  • AV production
  • Promotional prizes
  • Branded giveaways
  • Promotional staff
  • Transport and logistics
  • Onsite installation
Thank you for all of the hard work that you put into making “Saddle Up with TAB” a success. It was fantastic to see the jockey footage come together to create such a unique experience for attendees.