DAVE - OFFICIAL COMMENTATOR OF VICTORIOUS FESTIVAL
Title | DAVE - OFFICIAL COMMENTATOR OF VICTORIOUS FESTIVAL |
Brand | DAVE / UKTV |
Product/Service | DAVE (BRAND) |
Category |
C02. Live Shows / Concerts / Festivals |
Entrant
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GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
|
Idea Creation
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GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
|
Idea Creation 2
|
UKTV London, UNITED KINGDOM
|
Media Placement
|
GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
|
Media Placement 2
|
UKTV London, UNITED KINGDOM
|
Production
|
GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
|
Production 2
|
UKTV London, UNITED KINGDOM
|
Credits
Nick Russell |
Global, The Media & Entertainment Group |
Director of Creative Content |
Annie Lewiston |
Global, The Media & Entertainment Group |
Partnership Manager |
Francesca Spencer |
Global, The Media & Entertainment Group |
Account Manager |
Elizabeth Pike |
Global, The Media & Entertainment Group |
Fulfilment Account Manager |
Charlie Guy |
UKTV |
Marketing Lead |
Cherie Cunningham |
UKTV |
Senior Marketing Manager |
Sophie Yeoman |
UKTV |
Design Lead |
Aaron Gillies |
UKTV |
Creative Copy Lead |
Dani Liquiri |
UKTV |
Graphic Designer |
Veer Assi |
UKTV |
Graphic Designer |
Harry Mitchell |
UKTV |
Motion Designer |
Why is this work relevant for Brand Experience & Activation ?
When it comes to standing out at festivals, brands can spend a LOT of money outshouting each other. Not all brands have big budgets to spend though.
This simple, effective activation for TV channel Dave at Victorious Festival was rooted in brilliant copywriting and the clever placement of it. It showed that a word or two said in the right way, in the right place can be just as effective as a dazzling installation.
The activation was its own form of entertainment, adding to the festival experience, bringing cheeky moments of laughter and smiles to festival goers around the site.
Background
As a brand, Dave has a distinctive tone of voice; Irreverent, fun, witty and playful
It’s a voice it flexes regularly, poking fun at the world around it through its social, on screen continuity announcements and ATL advertising. Put simply, Dave always has something to say about something.
It’s this personality that Dave were looking to bring to life amongst a metropolitan audience. To show off its playful side and build on its comedy credentials.
So if Dave always has something to say about something, what would Dave say if it was at a festival?
We wanted to find out, so…
Describe the creative idea
We made Dave - The Official Commentator of Victorious Festival.
A title that on the face of it seems like a nonsensical category, but what it did was give Dave license to make witty observations on everything from lamp posts to bars, the festival’s surroundings and even the toilets, using cleverly placed, cleverly written signs that passed comment on the location and situation at the festival the signs had been placed in.
Effectively, Dave made the festival site it’s playground to have fun with, sharing its amusing take on what it saw, wherever it was at Victorious Festival.
Rather than spend their budget on a big-ticket sponsorship such as a stage or building an area to attract passing festival goers, Dave did the opposite and delivered laughs, smiles and nodding winks from festival goers across the weekend – generating huge brand love for the channel in the process.
Describe the strategy
Dave isn’t about exclusivity. If you can laugh and like to laugh, they want you to know about them.
Our approach was to entertain and delight where you would least expect it. Where there was an opportunity to share a thought and make a festival goer smile, Dave was on it.
It wasn’t about throwing big budgets around and being gregarious about the brand either. This wasn’t Dave’s style. This was about being the fun one that that people warmed to at the party, not the loud mouth one simply screaming for attention.
This was also about being part of the fabric of the festival. On the face of it, a TV channel advertising at a music festival might not seem like a natural fit, but this audience was also Dave’s audience, which meant the conversation needed to be timely and relevant to the environment it was being delivered in.
Describe the execution
Pre-festival, the site was visited and scoped to identify opportunities for Dave to pass comment on.
All in all, 277 different, Dave branded signs were created and placed around the site, copywritten to be the equivalent of having that witty friend passing comment in your ear as you explores the site together (your witty friend of course being Dave).
Be it next to the cash-point, (“Maybe don’t check your balance. Why ruin a perfectly good weekend?”), at the bar (“We wanted to replace this sign with hundreds of sheep announcing this was a bar, but we weren’t allowed”), in the VIP areas (“Please do not feed the non-VIP’s) and in even in the toilets (“Remember, this is character building”), If it was physically possible to attach a sign to a surface and the environment the sign was in provided an opportunity for Dave to pass comment, we made it happen.
List the results
Social tracking during Victorious festival showed 87% positive sentiment towards Dave across multiple social channels.
Post analysis amongst those who attended the Festival showed:
97% prompted / 77% un-prompted awareness of Dave as a TV channel that shows comedy
95% listed Dave when asked which brands partnered with Victorious this year
87% agreed that if they were to watch comedy, they would consider watching it on Dave
76% agreed Dave is a brand that offers witty entertainment
46% stated they had now watched shows on Dave post festival