TV Licensing appoints TRO for experiential campaign

TRO, the experiential agency, has been appointed to handle a new project for TV Licensing, following a pitch.

The project was pitched against three other undisclosed agencies and overseen by TV Licensing and its DM agency Proximity.

TRO has been tasked with raising awareness among students about the legal requirement for individual ownership of a television licence in halls of residence. The agency will produce a face-to-face marketing campaign, visiting approximately 50 universities around the UK.

It will recruit a squad of students to spread the word among their peers during the September-October freshers period, with the ultimate objective of encouraging licence sales, both among students in halls and also those in private housing.

One of the campaign’s other key objectives will be to explain the legal position for students wanting to watch programmes either on a TV set or streamed through a laptop.

In December last year Proximity came under fire for sending out inaccurate information in letters relating to TV licensing. The BBC is currently re-tendering the business.

Recommended

GSK axes Ribena 100% Pure Juices brand

Marketing Week

GlaxoSmithKline is axing its Ribena 100% Pure Juices brand just a year after its launch. The company will now be focusing its attention on the Ribena squash brand. In May last year GSK launched a £3m TV and radio campaign to support Ribena 100% Pure Juices. It formed part of a £5m marketing investment in […]

Bebo lines up brands for third edition of Sofia’s Diary

Marketing Week

Bebo is approaching brands and agencies to drum up advertising for the third series of its hit cross-platform drama Sofia’s Diary, which goes into production this month. The AOL-owned social networking giant is keen to build on the success of the previous two series, which have seen the Sofia’s Diary profile page viewed 2.45m times […]

ISBA urges EC to quit legal action over Phorm

Marketing Week

ISBA, the British advertising body, has hit out against the European Commission’s (EC) decision to launch legal action against the British Government over behavioural targeting firm Phorm. On Tuesday the EC said it had received complaints from UK citizens and Members of the European Parliament saying that Phorm had been tested on the BT network […]

Comments

    Leave a comment