TV Licensing has enlisted top Radio 1 DJs Matt Edmondson and Yasmin Evans to front a new campaign designed to encourage students to make sure they have TV Licence in their student accommodation if they plan to watch programmes as they are being broadcast.
The radio trails, ‘What can you buy for 40p?’, begin this week and will run on BBC Radio 1 and 1Xtra for two weeks. Created by Proximity London in partnership with TV Licensing, the creative highlights the value of a TV Licence at the equivalent of just 40p a day and uses examples taken from students of what else they could buy for the same amount.
Proximity has handled the TV Licensing direct marketing account for the best part of a decade.
Recent research shows on average students own three devices which are capable of showing live TV, so the ads stress that it is important students understand licensing requirements when heading to university or college for the first time.
Head of Marketing for TV Licensing Catriona Ferguson said: “This campaign is targeted at students who may be paying their own bills for the first time as they move into student accommodation. Focusing on Radio 1 and 1Xtra’s demographic of younger listeners, the campaign aims to encourage students to recognise the value of a TV Licence and reinforces the need to be licensed whatever device they are using.”
Proximity London senior account manager Sam Pickett added: “Students are always looking to get as much value for their money as possible. The campaign creative highlights that the licence fee costs the equivalent of 40p a day and demonstrates the value it gives them in terms of breadth and depth of live TV content.”
‘Value’ TV Licence woos students