Dave

a search for the wittiest Brits

Overview

Taylor Herring was briefed to deliver a noisy and creative news story to complement UKTV’s extensive marketing campaign to launch new TV channel, Dave.

Execution

Taking the channel’s strap line - “The Home of Witty Banter” as our starting point we put together a simple yet effective research story to celebrate the top ten wittiest Brits of all time.
 
Results

The story dominated the day’s news coverage with fully credited news stories and features running in Daily Mirror, The Sun, Daily Star, Daily Mail, The Times, Metro, The Telegraph, The Guardian, The Evening Standard, The Independent, The London Paper and The Daily Express.

Steve North, the Channel Head, completed numerous radio interviews and the survey was discussed and credited on Radio 2 and Sky News TV. There were over 100 online hits for ‘Dave – Britain’s greatest wit’ including all the core news sites and numerous music and entertainment sites.

Our campaign reached over 30 Million people and is still quoted and talked about to this day.

The channel exceeded all expectations in terms of viewers with the average share of viewers increasing by 227% in launch week. The channel continues perform strongly and is now consistently performing as a top ten channel (terrestrials included).

Awareness of the channel increased by 13% over the campaign period and 8.6 Million new viewers have been bought to the UKTV network through Dave.

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The client said...

Taylor Herring made an invaluable contribution to the overall campaign - raising consumer awareness of Dave and helping to establish it as the home of witty banter.Mary Collins, Head of Communications at UKTV
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