BBC TV LICENSING 
Your must-have pass to live TV 

TV Licensing wanted to move from people buying a licence begrudgingly, to buying one with a smile on their face. Lots of people didn’t realise you need a TV Licence for more than just the BBC. It’s actually for all sorts of genres, across 400+ channels, when you watch live as the show is being broadcast. To get that across we had to think about why watching live is better. We realised that it’s all about being the first to find out who the murderer is in that hit crime show, being able to vote for the winner in a dance off / sing off / bake off, knowing which contestant’s left the villa or the jungle, or catching that last minute goal in a final. Ultimately, there’s no feeling like live TV.

 

TV Licensing used to be all about law enforcement, but we turned it into an entertainment brand, to engage our audience while telling them why they need a licence and all the fun they can have with it. The campaign proved a hit, with YouTube view-through rates at 53% versus a 35% benchmark.