TV Licensing: Needn’t Be A Drama by Red Bee

Agency: Red Bee
Date: Oct 2018
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Creative agency Red Bee today announces the launch of a new brand campaign for TV Licensing.

The launch is the first new campaign from TV Licensing in over five years and has been devised to bring to life the wealth of entertaining content the licence fee funds, while showing how easy it is to manage and pay for a TV licence.

Red Bee was tasked with creating a long-lasting campaign spanning across TV, radio and social, which successfully engages people in a low engagement category and shows the organisation in a bold and positive light.

Centring around the idea that paying or managing your TV licence ‘needn’t be a drama’, the campaign nods to established drama tropes from iconic TV series and films.

Red Bee established that the campaign messaging would be stronger if viewers genuinely thought the campaign spots were drama scenes. In order to do this, the team studied production techniques true to each era and genre – retro sci-fi, 80s US soaps and contemporary thrillers – and referenced these by using similar colour palettes, shot composition, casting techniques and even incorporating era-specific errors.

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