The campaign has been devised by Proximity London, which involved students directly in the communication process to find new insights and a new strategic proposition this year; What’s a TV Licence worth to you?
On-campus posters link the irreverent experiences for which students said they would pay a lot of money, to the TV content they can enjoy, for the equivalent of 40p a day. Time travel, conversations with an animal and a private gig by their favourite band are some of the experiences students said they would pay £400 and upwards for.
Further engagement activity includes on-campus postcards, online advertising and a ‘Time Travel’ radio campaign on BBC Radio 1, running into October.
TV Licensing head of marketing Catriona Ferguson said: “The campaign brings to life several unique and, in some cases, impossible experiences which students said they’d be willing to splash out on. It then allows us to introduce the fact that – back in the real world – they can enjoy all the live TV content they love for the equivalent of just 40p a day, with a TV Licence.”
The activity is part of a phased campaign strategy to ensure TV Licensing reaches different types of students with the right message at the right time. All activity drives to a dedicated landing page on the TV Licensing website: tvlicensing.co.uk/freshers.
Proximity London chairman – and TV Licensing account lead – Lou Barber added: “We know today’s students have lots of choice when it comes to how and when they consume content, including live TV. So we wanted to showcase the value of the TV Licence in a way that engages them on campus. Our posters do this by appealing to their sense of imagination and visualising the things they value.”
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