Dabble launches first major integrated campaign via DDB Melbourne
DDB Group Melbourne has launched the first major integrated campaign for wagering platform Dabble, welcoming a new brand spokesperson ‘Roger the Real Human’.
The campaign promotes Dabble’s immersive social betting experience, characterised by its ‘Copy Bet’ product, enabling customers to copy bets from other real humans.
Roger appeared on the Dabble app a few weeks ago as a new betting tipster, seeding bets within the Dabble community that have since been copied thousands of times. According to Dabble, he’s been chatting with fellow punters, creating multis, and failing miserably to act and talk like a real person.
Roger the Real Human has launched into Dabble’s advertising with a kooky 30-second spot, with plans for various activations and campaigns planned across upcoming major sporting events.
In the spot an off-kilter robotic humanoid tells the viewer he’s ‘always wanted to be a real human’, describing a number of ‘human’ activities that he has tried to copy, as he is pictured in bizarre scenarios, failing to act like a real human.
DDB Group Melbourne executive creative director Psembi Kinstan said: “Roger’s a great ongoing creative vehicle, he’ll stand out in the cluttered market, and he’s odd as hell. Three brilliant things to achieve for the campaign and the wonderfully ambitious Dabble team.”
Musing on Roger and life, group creative director James Cowie added: “Like all of us, Roger is aware of the ultimate tragedy of his existence.”
Roger can be found on the Dabble app and is even said to have profiles on Grindr and Tinder.
Dabble GM brand and consumer marketing David Galbally commented: “Dabble is excited to be working with DDB, which showed a great understanding of the Dabble brand and the market opportunity. In an industry full of copycats, we wanted to highlight a significant differential which makes betting easier, ironically called Copy Bet. The fun thing about Roger the Real Human is he lives on the app and contributes to the in-app experience which is very important for us.”
Roger commented: “I CANNOT WAIT for the Cox Plate!!!!!!!! A bevvie with the girlies and boys is so on the cards. YTG!!!!”
Credits
Dabble
David Galbally, GM brand and consumer marketing
Mark Tompkins, creative
Tom Stevens, content manager
DDB
Gabrielle Sandel, creative
Olivia Daniele, creative
The Producers
Jesse James McElroy
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