TV Licensing: Pulse Will You Be In?

TV Licensing, a licensing authority for television in the UK, reinforced the consequences of not paying for a license by sending out personalised letters detailing a visit from a local enforcement officer.

Campaign details

Agency: Proximity London

Strategy

Reaching TV licence evaders is no easy task.

They're a tough audience who really don't want to think about getting caught. Some might be struggling to pay, some won't pay on principle.

But despite regular comms to approximately 1.4 million unlicensed addresses, most recipients still ignore the information.

Things needed to change.

Firstly, subtle hints.

Secondly, clarity around enforcement.

Thirdly, emphasis on the consequences of evasion.

All empowered with a strong sense of authority.

Creativity

Information is useless if no-one reads it.

And that meant getting past the hurdle of having recipients open...

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