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UKTV – Dave Gorman, Modern Life is Goodish

Challenge


Our challenge was to launch Dave Gorman’s Modern Life is Goodish; Dave Gorman openly pokes fun at advertising practices within show, so we had to think very carefully about how we promoted it ourselves.

Strategy

Most brands are acutely aware of being too intrusive in their personalisation. So we saw an opportunity to buck this trend and bring Dave Gorman’s cynicism and straight-talking style to life by promoting it using the very tactics he critiques in the show.


That would mean lifting the lid on media targeting, showing people EXACTLY how it works and poking fun at it.


We created the UK’s most refreshingly honest social media campaign.


We used bizarre but considered combinations of audience insights to fully acknowledge the absurdities of modern advertising practices and placements.  For example on Facebook, we served pictures of a female rock guitarist popping out of a birthday cake to women we knew liked rock music and had a birthday coming up.

Results

  • The first episode of Series 2 over delivered on UKTV’s target by 33% and maintained an average uplift of 11% across the entire series.

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