An activation to take 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.

Results

550

season ticket sales (capacity)

9

suppliers engaged

2

competition winners

72

games of pool played

24

games of air hockey played

2

media opportunities

Deliverables

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.

Wining Tactics

From warm-up to the full-time siren

BonBon turned big ideas into reality for the TAB Pool Room, managing everything from concept to delivery. We transformed an empty space above the Western stand scoreboard into a vibrant, inclusive viewing hub that matched the energy of the game.

Eyes on the prize

Nostalgic yet modern, premium yet inclusive, BonBon delivered on TAB’s vision with an engaging, interactive space that elevated the match day experience. By building hype and driving brand awareness, BonBon helped TAB score big with footy fans.

It’s all in the detail

The TAB Pool Room is more than a viewing spot, it’s an interactive space that celebrates Lions legends with photos, trophies and memorabilia. With games like pool and air hockey, plus bar-style seating, it offers a laidback, fan-friendly match day experience.

Brand woven in, not plastered on

Branded content and subtle TAB integrations were thoughtfully embedded throughout the space, keeping the brand front-of-mind without disrupting the vibe.