As a brand, Dave has an Irreverent, fun, witty and playful tone of voice

It’s a voice it flexes regularly, poking fun at the world around it through its social and on-screen continuity. Put simply, Dave always has something to say about something.

It’s this personality that Dave wanted to bring to life amongst metropolitan audiences. To show off its playful side and build on its comedy credentials.

So if Dave always has something to say about the world around it, what would Dave say if it was transported to a colourful world of light, sound, performance and dubious toilets?

Dave - Official Commentator of Victorious Festival.

A title that might seem 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 one of the UK’s biggest music festivals, Victorious.

Rather than spend their budget on a big-ticket sponsorships 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.

We wanted people to think of Dave not just as a TV Channel but a mate you want to spend time with even when you can’t get near a telly.

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.

Dave isn’t about exclusivity. If you can laugh and like to laugh, they want you to love them.

It wasn’t about throwing big budgets around and being gregarious about the brand either. This was also about being part of the fabric of the festival; adding to the experience, not detracting from it. This meant the ‘observation conversations’ Dave was having around the site with festival goers needed to be timely and relevant to the environment (and the moment) they were being delivered in.

From lamp posts to bars (and toilets), signs featuring commentary on the location and situation the sign had been placed in were installed.

Pre-festival, the site was scoped for opportunities, leading to 277 branded signs being places around Victorious, including:

: 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".

: VIP Area - "This is the nice part of the festival. Make sure you post it on Instagram to make all the other punters jealous"

: The Toilets - "Remember, this is character building"

: The car park - "No driving over 88mph. Going back to 1955 is prohibited"

If it was possible to put a sign up and the environment provided a 'commentary' opportunity, it happened.

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.

Just as importantly, the activity had an effect on audience ratings. Viewing figures for Dave immediately post festival recorded the highest viewing figures for the channel across the whole of the summer period in 2018.