Betting platform, Dabble’s, campaign commercial is outside the square. With a row of exclamation marks. And that’s important. Betting ads are everywhere. DDB Group has gone for mad humour, standout difference and a non-human, Roger, who’s lovably very “human” – he’s trying so hard to fit in.
The creative even underlines Dabble’s point of difference. Via its unique Copy Bet product, Dabble enables customers to copy bets from other real humans. Roger is trying everything he can to be a real human.
Roger the Real Human 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. He’s been chatting with fellow punters, creating multis, and failing miserably to act and talk like a real person. And now, he’s gone live in advertising as well, with various activations and campaigns planned across upcoming major sporting events.
DDB Group Melbourne executive creative director, Psembi Kinstan, commented, “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.”
Group creative director, James Cowie, added, “Like all of us, Roger is aware of the ultimate tragedy of his existence.”
You can interact with Roger on the Dabble app or, if you’re particularly unlucky, stumble across his profile on Grindr or Tinder.
Dabble general manager brand & 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 stated, “I CANNOT WAIT for the Cox Plate!!!!!!!! A bevvie with the girlies and boys is so on the cards. YTG!!!!”
The campaign was shot by Jesse James McElroy via the Producers and created by DDB creatives, Gabrielle Sandell, Olivia Daniele; and Dabble creative, Mark Tompkins; David Galbally; and content manager, Tom Stevens.
