Superplay Gaming
Revenge is best served rolled

SuperPlay's casual mobile game - Dice Dreams is the game where a simple roll of the dice determines actions you can take against other players. From decimating virtual kingdoms to stealing their coins. After continued success in markets around the world, SuperPlay now had their sights set on driving mass downloads in the UK.

We were tasked with creating a memorable national campaign to roll out across TV, VOD, paid-for social. Key objectives were to get some serious cut-through, drive an insane amount of Dice Dreams downloads and become a hot go-to in the casual games category within in the UK App Store.

Unlike other casual gaming competitors, the campaign needed to emotionally resonate with the British audience. Research shows that Brits tend to grin and bear the pressure they’re under. (Source: Canvas8). It’s ingrained in us to hit superhuman levels of “nice” - even to those annoying frenemies, school-mum mates and colleagues that always drive us nuts. Such research spring-boarded Brave’s strategic positioning of Live nice, play wicked which has enabled the campaign idea to have an embedded human truth at the heart of it.

A stolen parking spot, a jarring mum comment, a cut in line or an attack on your Dice Dreams kingdom - blowing off steam, and getting revenge, is often done covertly or in the privacy of our daydreams. ‘Revenge Is Best Served Rolled’ is a campaign that playfully shows the petty revenge dreams we all play out in our heads. Setting up the notion that you don’t have to keep the anger pent up - with Dice Dreams there is a better way to successfully get your own back and without the ‘IRL’ consequences.

To get more cut-through we featured a loveable celebrity and boy did we push their celeb action in this! Scarlett Moffatt, shows a more contrasting side to her usually friendly, bubbly demeanour, as she doggedly attempts to roll over her adversaries in various ways. But, if anything, the Dice Dreams spots prove that when it comes to it, Revenge Is Best Served Rolled.