Students (2006)
Best Integration
Campaign: Students
Brand: TV Licensing
Client: BBC
Agencies: Proximity London
Authors:
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 last 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 Comments:
Special Prize for Best Integration