Dabble: Roger the Real Human

DDB Group Melbourne has launched Dabble’s first major integrated campaign, and with it, a new brand spokesperson who may in fact not be a real human at all.

Dabble is an innovative wagering platform with a difference, providing an immersive social betting experience for customers. Via its unique Copy Bet product, Dabble enables customers to copy bets from other real humans.

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.

Says Psembi Kinstan, executive creative director, DDB Group Melbourne: “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 adds: “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.

Says David Galbally, GM brand and consumer marketing, Dabble: “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.”

Adds Roger: “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, GM brand and consumer marketing David Galbally, and content manager Tom Stevens.

First published via Campaign Brief

  • Roger the Real Human 2
  • 2
  • Roger the Real Human Copy Bet