TV Licensing presses button on new campaign

TV Licensing is launching a new campaign under the banner “Push a Little Button”.

The ads will which will be rolled out from Saturday (23 January).

The campaign, made up of BBC TV and radio trails, is designed to encourage people to think of TV Licensing’s website as the first port of call for anything relating to their TV Licence.

The site has recently been updated to make it as easy and convenient as possible for people to use and the range of options on the website has also been expanded.

The TV ad has been developed by Abbott Mead Vickers together with PHD and BBC Media and illustrates all the things we are able to do quickly and easily each day at the simple push of a button – from unlocking the car and popping up toast to updating our licence details online.

Both radio and TV executions feature the voice of Johnny Ball, who concludes each trail, saying, ‘It’s easier online’. The ad is soundtracked by the song “Push A Little Button” sung by Ninette and written by Tony Hatch in the 60s.

The radio trail uses the same track and the voiceover talks about the new and improved website which is simpler than ever for people to use.

Peter Kirk, head of sales and marketing for TV Licensing at the BBC, says:”Push a Little Button” has a simple theme outlining a clear message. Both these, and the catchy tune, grab people’s attention.

“A better website means more convenience for customers, which in turn means lower collection costs and more income for BBC programmes and services. We’ve driven costs down very effectively over recent years* and this campaign will help us continue to do so.”

TV Licensing aims to make it as easy as possible for people to pay for their licence. The new campaign reflects the role of computer technology in delivering these aims. It follows the ‘Circuit City’ creative which replaced the ‘Sofa’ campaign in April 2008.

The BBC is now in the early stages of a review of its advertising agency roster.