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The activation kicked off at London’s Liverpool Street railway station, and continued on to St Paul's Cathedral, Covent Garden, Piccadilly Circus before ending at The EDF Energy London Eye.
The team was dressed up in cycling gear, complete with numbers and custom branding, and stopped regularly to ask passers-by in broken English and a French accent if they have seen 'the big race'.
The stunt was developed to showcase Dave’s personality, with images from the ride being published on social media, featuring people’s reactions to the event and behind-the-scenes of the team setting up.
Will Gunton, senior brand manager of Dave, said: "It was a bit of fun that we knew would turn a few heads as the race came through town. The channel is home to some of the best contemporary comedy around but we also want Dave to be seen as a witty and proactive brand in its own right. The concept Initials came up with was a perfect way of doing just that."
Sam Brownfield, creative strategist at Initials, added: "We wanted to find the right balance between creating something believable whilst still turning heads and providing a source of entertainment. The authenticity of our branding created the impact throughout the team’s journey."
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