Dibz Launch

In 2023 Flutter launched a brand new brand, and product, to the market. Dibz’ aim was to introduce a new way to bet on sports (specifically football for launch) that was always fun, always simple and always financially accessible.

A lot of customers are turned off traditional betting apps as they see them as too expensive and too confusing, with an over-abundance of choice and too many complicated selections. Dibz want to provide them with a way to add excitement and competition to a match that they are watching.

Customers are presented with a deck of bingo-style cards that are full of selections reminiscent of an accumulator or bet builder. They select a card of their choice, pay £2, and if everything on the card comes in, they win.

The challenge for the internal creative team was to launch this new product, educating customers about this new way of betting and also getting them excited about something completely different on the market in a simple way.

The creative route developed was based around the insight that Dibz is “Football Meets Bingo”. And when you think of bingo, you automatically think of….Grans.

We developed a character (referred to internally as Granaldo) who is a total baller, the star of her 5-a-side team and a key member of the crew. She’s not a novelty act, a bait and switch, or the butt of a joke. She is one of the guys.

We produced some short videos using Granaldo to launch the product that would grab the attention of the audience on social where the campaign was focused due to the target audience.

We also did a quick shoot with our Gran and her crew to produce some really eye-catching visuals.

Another big part of the campaign was a complimentary messaging stream that would help educate customers in terms of how the product looked and how it worked. We needed to show that it was simple to use and follow so we developed a key visual that demonstrated the UI in a dynamic way that could also be animated for short motion formats.

Dibz was one of the first projects that we worked on collectively between our recently merged studios in Dublin and Leeds and it was a really great way to begin collaborating as everyone was coming at it totally fresh.

The product has hit its targets since launch and phase two of the campaign is currently being rolled out so hopefully there’s plenty more to come from Dibz.