WE KNOW, YOU KNOW by Proximity London for BBC

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WE KNOW, YOU KNOW

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market United Kingdom
Agency Proximity London
Executive Creative Director Caitlin Ryan
Art Director Soni Singleton
Copywriter Chris Monk
Released August 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: BBC T.V. LICENSING
Product/Service: T.V LICENCE
Agency: PROXIMITY LONDON
Date of First Appearance: Aug 11 2009 12:00AM
Entrant Company: PROXIMITY LONDON, UNITED KINGDOM
Director of Creativity and Innovation: Debi Bester (Proximity London)
Art Director: Soni Singleton (Proximity London)
Planning Partner: Claire Croft (Proximity London)
Web Art Director: Chris Georgiou (Proximity London)
Copywriter: Chris Monk (Proximity London)
Account Director: Lindsey White (Proximity London)
Art Buyer: Colin Barker (Proximity London)
Flash Designer: Pascal Hervey (Proximity London)
Executive Creative Director: Caitlin Ryan (Proximity London)
Account Manager: James Dyer (Proximity London)
Media placement: Handmade DM Packs - Student Campuses - June 2009
Media placement: Student Blog - Www.tvtweet.wordpress.com - July 2009
Media placement: Leaflets - Student Media Group - August 2009
Media placement: Leaflets, Posters,Social Media Giveaway - Pack Giveaway To Halls Of Residence/Student Unions - September 2009
Media placement: Drop Off Day Collateral (Stand,Leaflets) - Halls Of Residence Drop Off Days - September 2009
Media placement: Van Activity On Campus - Halls Of Residence/Student Unions - Septemer 2009
Media placement: Mobile Marketing Campaign - Student Media Group - September 2009
Media placement: Radio Campaign - Radio 1 - September 2009
Media placement: TV Campaign - Freewire - September 2009
Media placement: Main Banner Campaign - Multi Network, Facebook, MSN, Ebay, E-Buddy, Student Room - September 2009

Describe the brief/objective of the direct campaign.
We knew that in 2009 99% of first-year students would take a laptop to university instead of a TV. Our challenge: Get students to see the laptop IS a TV, make them aware they need a TV Licence and inspire them to get one not just because it’s the law but because they love what it pays for. Our strategy: Get real students talking about how they watch TV on their laptop. Play that back to them in an ad campaign that tells them they need a licence and champions them as the generation leading the revolution in TV.

Explain why the creative execution was relevant to the product or service.
The campaign was created by students themselves. We heard history in the making as they explained that they don’t just watch telly on their laptops. They’re IM'ing (instant messaging) about it ,mashing it, spoofing it, every day in halls across the country. They brought to life the deep connection they have with programming and how their changed TV habits are changing the way TV’s made. We simply played back to them the value of TV in their rich social lives, demonstrated that they’re at the heart of unprecedented change and showed how the TV Licence makes it all possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We hired a media student to write a paper about how students are using laptops to change the way we enjoy TV. His research (conducted via a blog, TV Tweets) sparked a debate amongst students. These conversations became the creative solution. Why? Because they enabled us to demonstrate an understanding of how students watch TV on their laptops, and dramatise not only that they need a TV Licence but the value of it. Delivered through a multi-media campaign, we drove mass awareness and motivated students to buy a licence (or indeed let us know they didn’t need one).

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We’d focused on the ‘value’ of the Licence rather than the threat of the ‘law’ and were rewarded: • Staggeringly 7 in 10 students were now aware they needed a TV Licence to watch live TV on their laptops • An unexpected 5.3% more students called in to let us know they didn’t need a TV Licence as they didn’t watch live TV in their rooms, enabling us to remove them from our ‘unlicensed database’ • An unprecedented 7.5% increase in online sales of TV Licences meant less money could be spent collecting the TV Licence fee, more on TV.