Dabble - You Better Believe It

If you are personally against all forms of gambling, that is completely fair. It is without a doubt a contentious sector. 

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Bookmaker Dabble came to us to create a new brand position that would stand the test of time. Previously known for being ''the social bet', the brand felt that there was more in the secret sauce that made Dabble a compelling alternative.

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It was clear in the initial process of getting to know them that the team at Dabble were passionate about the future of sport and its relationship with punting.

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They had set out to be a place where punters talk more about sport than their bets. A collective of mates and former athletes who live for the best moments that sport has to offer. A user experience that enhances the way one can engage with sports and connect with other sports fans, like no other bookmaker. 

 

Above all, we unearthed that Dabble's brand was about amplifying those magic moments in sport. A real 'you beauty' brand that is in it for the off chance of something special, be it an underdog taking the lead or a retired fighter coming back for one last bout.

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A position founded on the extraordinary was born - 'You Better Believe It'.

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Without giving away the whole statement, here's a little flavour from the brand write-up:

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Thousands of mates you’ve never met riding your bet home? 

 

Withdrawals faster than a V8 down the Conrad Straight? 

 

Real cash everytime your bet gets copied?

 

You Better Believe It!

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We had some big film ideas to launch the position - and the budget to match - but in true Dabble fashion, they took the film production budget and offered up a million bucks as a prize if there was a hole-in-one at the PGA party hole.

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