Agency: Proximity London / Havas Media / Provision
Client: TV Licensing
Campaign name: The perfect couple
When it comes to buying a TV licence, under-35s are a tough audience.
In between Netflix binges, many of the 84% who still watch live TV every week either don’t believe they need a licence - or don't see why they should pay for one.
Strategy
Persuading a younger audience to get a TV Licence is no easy job. 'TV' to under-35s means box-set bingeing and finding free online content.
Netflix is like a family member, and they're just as likely to be watching on a laptop or mobile as a TV set.
Yet insight showed this group still watches traditional TV.
In a typical week, terrestrial TV still reaches 84% of 25 to 34s, and even 75% of 16 to 24s watch live TV or catch up on BBC iPlayer.
Of course, they require a TV Licence, but many under-35s ignore this fact.
To get the campaign right and get people paying for a licence, content was tested.
The idea was to connect a favourite show with the need for a licence.
Creativity
Love Island was chosen: 2018’s series had a 48% share of 16- to 34-year-old viewing.
Millions of young fans wanted to join in the gossip.
It was the perfect opportunity for TV Licensing to deliver a pointed message to any fans planning to watch it live on TV without a licence.
The rules forbade any direct reference to Love Island or its participants.
Cue an array of targeted digital banners that cheekily referenced the show minus brand or names.
Unmistakable visual cues reminded the audience they needed a licence to watch the show - if they didn't have one, it was just a click away.
Targeted contextual ads depicting floating bikinis and blue water strewn with Love Hearts caught fans’ eyes.
They were urged to “Crack-on and get a TV Licence”.
Results
A stunning 7,000+ sales tracked directly to the ads from an audience that was so difficult to engage.
Furthermore, the campaign generated more than 9,400 changes of address, ensuring more people were correctly licensed to watch Love Island and more.
The campaign proved it was possible to make the licence relevant to young people, by connecting the shows they love with the licence they need.
The formula is now being rolled out against a wide range of shows including Great British Bake Off and Premier League football.
Team
Michelle Hampton,Group Account Director, Proximity London - Adrian Hoole, Head of Customer Engagement, Proximity London - Rachel Setter, Account Director, Proximity London - Rachel Davies, Account Executive, Proximity London - Alexa Lynwood, Graduate Strategist, Proximity London - Francesco Perillo, Creative Director, Proximity London - Paul Beier, Creative Director, Proximity London - Alex Buchanan-Dunlop, Senior Copywriter, Proximity London - Neil Williamson, Senior Art Director, Proximity London - Andrea Zlotnick, Junior Copywriter, Proximity London - Erica Reynolds, Junior Art Director, Proximity London - Joel Butt, Deputy Head of Design, Proximity London - Lindsey Hawkins, Marketing Campaign Manager, TV Licensing - Nicola Ager, Head of Marketing, TV Licensing - Catriona Ferguson, Portfolio Head of Sales and Marketing, TV Licensing
Contributors
Please login to comment.
Comments