Campaign details
Brand: TV LicensingLead agency: Proximity London
Campaign Overview
When it comes to buying a TV licence, under-35s are a tough audience.
In between Netflix binges, many of the 84% who still watch live TV every week either don't believe they need a licence - or don't see why they should pay for one.
Strategy
Persuading a younger audience to get a TV Licence is no easy job. 'TV' to under-35s means box-set bingeing and finding free online content.
Netflix is like a family member, and they're just as likely to be watching on a laptop...