Dave

Brand Extension

Brief

  • Reinforce that Dave stands for comedy.
  • Drive new talkability for the brand.

Mediator's Creative Idea

  • Mediator created Dave’s Comedy Society, a campaign that embeds the channel at the heart of British comedy by offering 2 for 1 tickets at stand-up nights across the country.
  • Comedy-goers can save up to £18 on a night out at over 100 venues nationwide.
  • To launch the campaign, an exclusive partnership with The Sun ran for the first month with eight days of in paper and one month of online coverage negotiated by Mediator at no cost to the channel.
  • Dave’s Comedy Society is now open to everyone and available via the Dave website. It is currently being supported by a full scale digital campaign

Results

  • Dave’s Comedy Society is still live but initial results show a reach of 16.9 million in the first month and a media value of £230,000 delivered via The Sun.
  • Increase in traffic to the Dave website and followers on Twitter.
  • 12 enquiries from new comedy nights wanting to be part of the 2 for 1 scheme.
  • ROI of 2:1 in the first month of the campaign.
  • Dave’s Comedy Society is running until December 2011.