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Dibz Bingo - 'Cleat Queenz' - Sonic Branding

Venturing into the uproarious world of crafting a Sonic Strategy for Flutter Entertainment PLC (Sky Betting & Gaming, Betfair, Tombola etc.), as a creative music agency, felt like being handed a golden ticket to a wild ride in Wembley.


With grannies in full-on football action as our stars, we couldn't wait to whip up their Brand Track, blending the worlds of bingo and football with a generous helping of comedy.


Get ready for a comedic penalty shootout that's sure to make our music agency's creative notes score the right chords to the back of the net!

The Challenge

Crafting and scoring the perfect Sonic Strategy to amp up the thrilling spectacle of Dibz' mascots, Grannies, going all out on the football pitch was like executing a game-winning play. Our genre had to be a symphony of modern Grime, delivering maximum energy to match the rapid-fire cuts and dynamic pace of the edit.

Initially, we were handed the story board to an Ad campaign and had to rely on the directors' still image deck, making it feel like we were stepping onto the pitch semi-blindfolded. From this, we got a flavour of what Dibz Bingo was all about, learning about their mission from the team as we went. With the colorful language and comedic direction provided, it was an all-out sprint from the kickoff, as we had a mere 48 hours to deliver our musical masterpiece – no extra time or penalty shootouts allowed! It was a race against the clock, but we managed to score a resounding victory in the end!

Dibz Bingo Sonic Branding

The Approach

We embarked on a mission to create a hat-trick of tracks from the get-go. With a vast field of possibilities, the challenge was nailing down the perfect tempo to sync with the team's vision and elevate the edit. The Brand Track was also going to become the soundtrack of all their influencer marketing, giving continuity and retaining emotion across all social videos. For this, we needed to provide a solid Brand Sonic Guideline to be offered out to all their influencers and editors. 

The game was on, and we swiftly delivered all three tracks on day one. Day two was all about refining, fine-tuning according to the feedback, and as the score stood at 3-0, we knew we were cruising towards victory, just waiting for the final whistle.


In the grand scheme of things, it was about setting the right pace from the outset, leveraging our production expertise, and, most importantly, reveling in the camaraderie of a united team and a very clear direction - the kind of client we get on one knee for. With everyone having a blast and offering unwavering support at each stage, working with Flutter Entertainment PLC was nothing short of a dream come true!

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The Result

Nothing scores better than a disruptive campaign - we champion them in advertising! Being bold always wins and not only were Flutter Entertainment PLC willing to take that plunge, but we were proud to stand alongside them creating their new anthem. What's next on the cards? Certainly not a yellow or red, we're working to turn this piece into a strong and defining Sonic Brand for Dibz Bingo. 

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What next?

Let us help you build stories and make a statement through the power of sonic branding.

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