TV Licensing will launch ‘Talking Laptop’ on BBC Radio 1 and 1Xtra this weekend, a new campaign reminding students to be correctly licensed if they want to watch live TV in student accommodation.
The two trails, ‘Boring’ and ‘Stop Touching Me’, were created by marketing agency Proximity London in partnership with TV Licensing. The creative focuses around a mischievous talking laptop with voiceovers from key BBC talent; Radio 1 DJ’s Dev Griffin and Greg James and 1Xtra’s Sarah-Jane Crawford.
TV Licensing research shows 99% of students intend to take a laptop to university this September and, with the wide range of smartphones and tablets now able to stream live TV over the internet, it’s vital students know they will need their own TV Licence.
Catriona Ferguson, Head of Marketing for TV Licensing, said:
This campaign is targeted at people who may be paying their own bills for the first time. Focusing on Radio 1 and 1Xtra’s demographic of younger listeners, this campaign will reach students who may be going to university for the first time this month, reinforcing the need to be licensed in order to watch live TV legally.
Mitul Chauhan, Senior Account Director at Proximity London added:
Students are a tough audience to reach but we know laptops are their main way of watching TV. This campaign’s creative idea builds on the fact that everyone needs a break from studying once in a while, delivering it in an entertaining, relevant way for young audiences. The timing of the campaign also means students who buy a TV Licence in September can benefit from the student refund at the end of the academic year.
The trails will commence on Saturday 8 September and run on BBC Radio 1 and BBC Radio 1Xtra throughout September and October.
Development: the campaign was developed by TV Licensing in partnership with:
For more information please contact the TV Licensing Press Office on 020 8752 6606 or email Media.Enquiries@tvlicensing.co.uk