Straight to the Pool Room

Racking up a winning experience at The Gabba

When TAB wanted to celebrate its multi-year partnership with the Brisbane Lions AFL team, they enlisted BonBon to create the perfect party pad.

Perched high in The Gabba grandstands with a bird’s-eye view of the action, the TAB Pool Room is the hottest ticket in town.

Thoughtfully themed with a shrewd eye for detail, a keen focus on brand alignment and a knack for delivering unforgettable activations, BonBon created a playful and premium game day viewing experience.

BonBon designed and developed the winning concept and managed every aspect of its execution from curating guest experiences and engaging suppliers to overseeing the mammoth task of moving a full-sized pool table into the lofty space.

Read on to discover how BonBon converted a blank canvas into the best seats in the house.

CONFETTI-WORTHY RESULTS

550

season ticket sales (capacity)

9

suppliers engaged

2

competition winners

72

games of pool to be played

24

games of air hockey to be played

2

media opportunities

MAKING MEMORIES

From warm-up to the full-time siren

BonBon excels at dreaming up big ideas, backed by the skills and the contacts to turn these into reality. From creative concept through to delivery, BonBon managed the end-to-end execution of the TAB Pool Room. Imagination, grounded in logistics, saw an empty space above the Western stand scoreboard transform into a modern, fun, inclusive and open viewing hub with an energy that rivalled the on-field action.

Eyes on the prize

Nostalgic but modern, premium but inclusive: TAB’s brief was specific but BonBon rose to the occasion, delivering an engaging space and immersive experience for ticketholders. BonBon built hype around the activation to drive excitement, newness and consideration for footy fans and added interactive elements to excite ticketholders and elevate the match day experience. With a clear focus on boosting brand awareness and owning an appealing new ticketed zone, BonBon ensured TAB was in place to kick spectacular goals.

It's all in the detail

The TAB Pool Room is more than an exhilarating vantage point, it is a venue designed to engage, inform and entertain footy fans. It celebrates Brisbane Lions legends of yesteryear and today including Brownlow and Norm Smith Medal winners, premiership-winning teams, legendary marks and on-field magic with shelves and walls adorned with photographs, trophies, framed newspaper pages and sports memorabilia. A signature pool table and air hockey table inject a little friendly competition into the experience while bar stools and high tables replace traditional stadium seating for an ultra-cool, laidback vibe.

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FROM CONCEPT TO CREATION

End-to-end delivery

From creative ideas to managing all logistics and suppliers to deliver the activation.

Creating experiences

Ideating and delivering a premium, new, TAB brand-aligned ticketed zone for the Brisbane Lions.

Supplier engagement

Using a trusted network of contacts to engage the right suppliers to deliver brand-aligned solutions for the activation.

Fresh ideas

Elevating each match day experience with game-by-game recommendations of activity and inclusions.

Problem-solving

Finding creative solutions to overcome logistical challenges.

HITTING THE SWEET SPOT

BonBon created a space that was informed by insight from Brisbane Lions fans and guided by a desire to develop a point of difference from other ticketed areas.

From unmissable accents of TAB’s vibrant green to strategic logo placement, BonBon ensured there were multiple brand touchpoints throughout the space.

The TAB Pool Room occupied a logistically challenging space that had not been utilised before. By staying agile, thinking outside the box and pivoting quickly, BonBon delivered a seamless event experience.

WORDS FROM FRIENDS

When we briefed our appointed agency, BonBon with this task, we asked that they deliver something innovative that would ultimately create a never seen before exclusive fan experience at The Gabba in support of our sponsorship of the Brisbane Lions. BonBon have over-delivered from every angle. The ideation and execution of The TAB Pool Room has been seamless and managed with the highest level of professionalism and collaboration.

Kate Waugh

Head of Sponsorships, Events & Sport, TAB

The TAB Pool Room stands out as one of the best brand activations we’ve hosted at the Gabba for the Brisbane Lions. It’s a fantastic concept and expertly executed event space, transforming a standard viewing area into a premium experience. Working with Dana and the BonBon team was a true pleasure. The entire process was seamless, and they meticulously attended to every detail.

Monique Saban

Head of Partnerships, Brisbane Lions

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Straight to the Pool Room

Racking up a winning experience at The Gabba