There's No Feeling Like Live TV

Taking TV Licence from enforcement to entertainment

TV Licensing wanted to move from people buying a licence begrudgingly, to buying one out of choice. But with so many entertainment platforms competing for our audience’s time, we had to communicate what live TV offers that no other format does.

The idea: There’s no feeling like live TV

When you’re watching a reality TV finale, you feel like you’re on the judging panel. When you’re watching a live cup game, you feel like you’re on the pitch. And when you’re watching a crime drama, you feel like a detective piecing together the clues.

This is the beauty of live TV - it transports you straight to the scene.

We captured this transformational feeling with a series of punchy pre-rolls, each showing a different genre to highlight the amazing breadth of content a TV Licence unlocks.

Results

The campaign has only recently launched, but it’s already killing it with YouTube view-through rates at 53%, versus the 35% benchmark.

There’s no feeling like beating a benchmark…