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BBC TV Licensing rolls out new campaign aimed at students

To coincide with students starting the new university term, TV Licensing has launched a new student engagement campaign.

Devised by Proximity London, it aims to communicate the benefits of the licence in the context of the things students value by linking 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.

“The campaign brings to life through beautiful illustrations, 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,” explained Catriona Ferguson, head of marketing, TV Licensing.

The campaign mainly comprises on-campus posters and postcards with further engagement activity including online advertising and a ‘Time Travel’ radio campaign on BBC Radio 1, running into October.

“We know today’s students have lots of choice when it comes to how and when they consume content, including live TV,” said Lou Barber, TV Licensing account lead and Chairman at Proximity London. “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.”

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.

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