CAMPAIGN MEDIA AWARDS 2000: THE OUTDOOR ADVERTISING ASSOCIATION/COUNCIL OF OUTDOOR SPECIALISTS AWARD - Best Use of Outdoor - Winner: Television Licence
campaignlive.co.uk, Friday, 01 December 2000 12:00AM
Title: Television Licence
Media Agency: New PHD
Media Director: Sarah Leach
Account Directors/Media Planners: Sarah Leach, Frances Ralston-Good
Creative Agency: TBWA/London
Creatives: Ben Priest, Brian Campbell
Account Director: Deborah Kerr
Account Planner: Tony Evans
Brand/Product: TV Licensing
Marketing Director: John Pink
Title: Big Blue Dog
Media Agency: MediaVest
Group Agency Director: Stephen Fuller
Creative Agency: E-Xentric
Account Director: Sarah Stanton
Client: Associated Newspapers
Brand/Product: Evening Standard
Marketing Manager: Nick Sheldon
Media/Brand Manager: Chris Sheepshanks
Research indicated that consumers were finding the TV and radio ads used by TVL stale. Consumers needed a media strategy that would focus their minds. New PHD opted to get personal via a new medium - outdoor.
The strategy was to highlight the number of households in different streets in cities across the UK where people were evading the licence fee.
In total in London, 180 postcode-specific executions were developed covering 1,087 sites. In addition, more than 100 different executions ran on the Underground. Not only did the campaign cause a dramatic shift in people's perceptions about evading the TV licence fee, in London alone it generated an additional pounds 2.5 million in licence fee revenue.
BIG BLUE DOG.COM
MediaVest's challenge was to get commuters to log on to the Evening Standard's new online recruitment site, Big Blue Dog.com. The agency's solution was a tease-and-reveal campaign, featuring legalised fly-posting of vinyl pawprints across floors, ticket barriers, lamp-posts and columns on the Underground. These were later replaced with the 'reveal', the website address. Around the launch, page impressions peaked at 200,000, and later settled at 100,000, a level beyond the client's expectations.
This article was first published on campaignlive.co.uk
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