With 25-44 Men watching less TV, UKTV’s flagship channel Dave needed to work hard to drive consideration in Q4. By ‘adding a bit of Dave’ to the World Cup through a takeover of BOXPARK Croydon for the duration of the tournament, Dave added to fans’ fun and made them the media channel. With 23 hilarious bespoke copy variations around the venue, which changed around the big stories of the tournament (Dave the cat, for example!), freebies such as Dave bucket hats and stickers which turned any shirt into a football shirt, the fun was amplified nationwide by Jungle Creations. The campaign had a big impact amongst 25-44 Men: Awareness +6%, Ad Awareness +39%, WOM +131%, Recommend + 25% and organic social reach +54%. The fresh, tongue–in-cheek take on the World Cup had people speaking about Dave again, and back on young men’s radar.