Proximity rolls out student TV Licensing campaign

by Daniel Farey-Jones, Brand Republic 17-Oct-07, 15:00

LONDON - Proximity London has developed an integrated campaign aimed at students, to push the message that they have no excuse not to buy a TV licence.

Featuring the strapline "we love your excuses. We use them as evidence", the campaign begins as students start the new university year and runs through to June 2008.

It focuses on those moving away from home for the first time. It aims to reach them with a branded presence at 67 freshers' fairs across the UK, and a range of media distributed at halls of residence.

The material includes a mock doormat placed in students' rooms, which reads "you're welcome to try some of these excuses" -- giving sample excuses and further information on the other side.

Key rings and aerial socket stickers will also be placed in student rooms, and posters and leaflets will be distributed around the halls of residence.

All the offline activity encourages students to visit a bespoke microsite, to find out more information and purchase a licence. Later this month the campaign will be widened with a banner advertising campaign.

Peter Kirk, marketing manager for TV Licensing at the BBC, said: "The incredible success of the past years' campaigns developed by Proximity London has significantly increased awareness of the importance of purchasing a licence among students.

"This year we briefed Proximity to develop a campaign that reinforces the consequences of being caught without a licence to this key audience, and again they've created a campaign which taps into the student mindset and will capture their attention."

The campaign was created by Andy Hepburn and Jason Fletcher, with planning by Hazel Reed.