Category:Advertising Strategy Of The Year
We wanted to bring Dave's on-air personality to life to the wider world. We used a combination of smart media placements and contextually-relevant creative to let everyone experience Dave’s witty take on the world, not just the people who were already enjoying the channel.
We used a strategy of little and often, truly multiplatform, agile, tactical and importantly, imaginatively intrusive placements and messaging in order to build up this picture of Dave the brand (and push to programming occasionally, too!). Looked at collectively, this would become a campaign to ‘bring wit to the world’ and deliver Dave one of its best ratings years ever.