| Caples Awards 2019 | ||
|---|---|---|
| Direct Mail B to C | - | Bronze |
Agency: Proximity London
Client: TV Licensing
Product: TV Licence
Title: TV Licensing - Pulse Will You Be In?
Media: Direct Mail
Country: United Kingdom
Date Of Campaign: Feb 17 - ongoing
Background:
In the UK, if you watch or record live TV, or download or watch BBC programmes on iPlayer, you MUST be covered by a TV Licence. It’s the law and you can be prosecuted and fined for breaking it. To enforce the law, our Pulse campaign sends out letters to approximately 1.4 million unlicensed addresses every month – achieving a respectable ROI. Yet, despite the possibility of an Enforcement Officer’s visit, most of the recipients still ignore us. Proof that this is a uniquely tough audience. Solution? We needed a new way to get noticed and get our letters opened.
Idea:
In most cases we had no name, just an unlicensed address that had not responded to our previous correspondence. And, though Officers visit 8,500+ addresses a day, the risk still felt remote to this audience. We wanted something to make an enforcement visit feel much more tangible. We chose to do it by creating intrigue, not alarm.
Results:
Finally, as we didn’t know for sure that the occupant was watching TV without a licence, the call to action was NOT simply to demand a sale. It was to get this, hitherto unreachable audience, to NOT ignore the letter. Then to take action by either getting in touch to tell us that they do not need a TV Licence (because, for instance they never watch live TV or BBC iPlayer), or to purchase a licence if they do.