OgilvyOne promotes TV licence to students

OgilvyOne is launching an integrated campaign for TV Licensing to increase the number of students that buy a TV licence.

OgilvyOne is launching an integrated campaign for TV Licensing to increase the number of students that buy a TV licence.

The advertising follows findings that one in four students are unaware that they need to buy a TV licence annually. The work, which includes posters, press ads, direct mail and online activity, will warn students that they face a fine of up to pounds 1,000 for not buying a licence.

Print ads, running as posters across campuses and as press ads, show mock student nights out that have to be cancelled because students are paying off their TV licence fines. Direct mail will roll out to coincide with the print activity. This will ask students to visit the TV Licensing website or to call a free-phone number.

Ogilvy Interactive has created a series of online banner ads, featured on websites frequented by students, such as Student UK and Virgin. These appear as invitations to social events that would prove inaccessible to students facing a pounds 1,000 fine.

Nick Orsman, marketing director of TV Licensing, said: 'Research revealed that a pounds 1,000 fine was the greatest motivator to persuade students to purchase a TV licence. The campaign is art directed by Paul Hargreaves and written by Nick Cox. Posters were created together with Amp Associates.

TV Licensing is run by Envision, a private consortium that collects the fee for the BBC. Its advertising, that shows real street names and warns residents against not paying, has persuaded an extra 110,000 viewers to pay the licence.


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