TV Licensing unveils new communication campaign

TV Licensing today announces the launch of a new communications campaign, 'Push a Little Button', which will be rolled out from Saturday 23 January.

The campaign, comprising BBC TV and radio trails, is designed to encourage people to think of TV Licensing's website (www.tvlicensing.co.uk) 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. The range of what people can do on the website has also been expanded. Whether buying a licence, asking a question or changing address, bank or Direct Debit details, or even making a payment, it is simple to do so online with just the touch of a few buttons.

The TV creative, directed by Johnny Green and Charlie Crane, takes the viewer on a journey through 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. The accompanying track, “Push A Little Button” sung by Ninette and written by celebrated song writer Tony Hatch in the 60s, was chosen to emphasise the simplicity of the website.

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. Both radio and TV executions feature the voice of Johnny Ball, who concludes each trail, saying, 'It's easier online'.

Peter Kirk, Head of Sales and Marketing for TV Licensing at the BBC, said:

“'Push a Little Button' has a simple theme outlining a clear message. Both these, and the catchy tune, grab people’s attention.

More than a million people visit our website monthly. We want to help millions more discover that it's easier online. New functions they can use include the improved search facility to access information, applying for refunds or an over 75 or short term over 74 licence.

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 campaign was developed in partnership with AMV BBDO, PHD and BBC Media, with TV production by Red Bee Media and Knucklehead.

ENDS

For more information please contact the TV Licensing Press Office on 020 7544 3144.

Notes to Editors

*TV Licensing then and now: In 1991, collection costs (as a proportion of income) were 6.2%. By 2008/09 costs had fallen to 3.4%, despite the volume of licences rising by almost 28% over the same period from 19.6 million to 25 million. At the same time, estimated evasion has fallen from 12.7% in 1991/2 to 5.3% in 2008/9.

Images available: stills of TV ads. Please call the TV Licensing Press Office on
020 7544 3144 to request images.

Dates: the TV trails will begin on 23 January and will run on BBC TV channels nationwide for eight weeks. The radio trails will begin on 15 February and will run on BBC radio stations nationwide for seven weeks.

Development: the campaign was developed by TV Licensing in partnership with:

  • AMV BBDO: creative agency
  • Red Bee Media and Knucklehead: TV production
  • PHD and BBC Media: media planning for BBC trails

About TV Licensing

TV Licensing is a trade mark used by agents contracted by the Licensing Authority (the BBC) to administer the collection of television licence fees and enforcement of the television licensing system. The majority of the administration of TV Licensing is contracted to Capita Business Services Ltd, with the administration of the cash payment schemes contracted to Revenue Management Services Ltd, and marketing and public relations activities contracted to the AMV Consortium.

If you use or install television equipment to receive or record television programmes as they are being broadcast, you need to be covered by a valid TV licence. Viewing television without a licence risks prosecution and a fine of up to £1,000. A colour TV Licence currently costs £145.50. A black and white TV Licence currently costs £49.00. TV Licensing aims to make it as easy as possible for people to buy a TV Licence, which is why there are many different ways to pay.

  • Online – people are now able to pay online at www.tvlicensing.co.uk/pay by Direct Debit or with a debit or credit card
  • Direct Debit - monthly, quarterly or annual Direct Debit payment schemes are available and can be set up online at www.tvlicensing.co.uk/directdebit
  • Over-the-counter – people can now pay at any of almost 20,000 PayPoint outlets across the country
  • Debit or credit card over the phone - this facility accepts payment from a range of debit cards including Maestro, Delta and Connect
  • By post – send a cheque made payable to TV Licensing to: TV Licensing, Darlington, DL98 1TL.
  • To find out more about paying in weekly instalments over the counter, online, by SMS or by phone on the cash payment plan, call 0300 790 6078 or visit payment methods.

For more information about any of our payment options and concessions, to set up Direct Debit payments or to pay by debit or credit card please visit www.tvlicensing.co.uk or call 0300 790 6112.

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