Magazine article Marketing

TV Licence Fee

Magazine article Marketing

TV Licence Fee

Article excerpt

Graham Mills

Former joint creative director Impiric

In these dark days, when many teams would rather rely on clever production techniques than come up with creative ideas, it is nice to find work that has both. This rarity is a campaign designed to get people in Northern Ireland to cough up for their TV licence fee.

In recent times, TV licensing has seen some rather interesting advertising and marketing campaigns.

From the London Underground posters that stated in no uncertain terms that the TV Licensing Authority knew which homes were unlicensed, to TV ads that showed people without licences haplessly trying to avoid the inspectors, the subject has become much more high-profile.

But in Northern Ireland, it isn't just the blokes in detector vans who claim to 'know where you live', so a new creative approach was needed.

Hence the new thought and endline, 'Stop it playing on your mind'. The team has cleverly tapped the same nerve that makes you feel unnecessarily guilty when you're driving along and a police car appears behind you. …

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