Adding a bit of Dave to the World Cup

Client: UKTV

Let’s be honest, Dave’s good at comedy but not the quintessential footy destination. Launching a new channel positioning, ‘add a bit of Dave’, during the World Cup, with a brief to drive ratings wasn’t the best timing, as blokes typically leave the channel in droves to get their footy fix elsewhere. 

Against that backdrop, we found our footy moment. We added a bit of Dave creativity, and invented a new space for the brand, using every form of unexpected OOH from bins to bars and beyond to push into social feeds. We increased WOM by +131%, grew consideration +8.5% and on the channel itself, 25-44 Men impacts rocketed by +56% from November to December.