TV Licensing: The Perfect Couple

TV Licensing, the official TV licensing website for the UK, used the TV programme Love Island to convince young consumers in the UK that they need a TV license.

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...

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