Campaign title: Students
Agency: Proximity London
Author: Adrian Hoole, Proximity London
Contributing Authors: Debi Bester, Kate Harding, Paul Sturniolo and
Arabel Thomson, Proximity London; Peter Kirk, BBC TV Licensing
Media used: TV, print, outdoor, interactive, PR, radio, DM, ambient,
IN A NUTSHELL: Student TV Licences became the norm over evasion on-campus, delivering an overall ROI of 12:1 SUMMARY: This paper tells the story of how TV Licensing encouraged record numbers of disinterested students to fork out £126.50 for a TV licence, despite all the other temptations facing them - thus establishing a new "norm" on-campus in place of evasion. It is an excellent example of effective integration from a creative, media and evaluation perspective. Over the past three years, the campaign has repeatedly produced record sales of TV licences to students, to the point where students living on-campus are now much more likely to have a licence than they are to evade. Multi-channel activity consists of 30 different media components - from TV and PR to aerial sockets and personalised posters. An innovative integrated analysis technique reveals how individual component parts impacted on sales in practice.
JUDGE'S COMMENT: The creative execution was strong, as was the use of channels, which not only brought a rather dull topic to life but convinced students to spend their precious money on a TV licence. Students are notoriously evasive and difficult to reach, yet this campaign was able to engage with them and keep them on the right side of the law.
- Alexandra Lewis, marketing director, Sky Networks.