CAMPAIGN MEDIA AWARDS 2000: THE OUTDOOR ADVERTISING ASSOCIATION/COUNCIL OF OUTDOOR SPECIALISTS AWARD - Best Use of Outdoor - Winner: Television Licence

WINNER

Title: Television Licence

Media Agency: New PHD

Media Director: Sarah Leach

Account Directors/Media Planners: Sarah Leach, Frances Ralston-Good

Creative Agency: TBWA/London

Creatives: Ben Priest, Brian Campbell

Account Director: Deborah Kerr

Account Planner: Tony Evans

Client: TVL

Brand/Product: TV Licensing

Marketing Director: John Pink

COMMENDED

Title: Big Blue Dog

Media Agency: MediaVest

Group Agency Director: Stephen Fuller

Creative Agency: E-Xentric

Account Director: Sarah Stanton

Client: Associated Newspapers

Brand/Product: Evening Standard

Marketing Manager: Nick Sheldon

Media/Brand Manager: Chris Sheepshanks

TELEVISION LICENCE

Research indicated that consumers were finding the TV and radio ads used by TVL stale. Consumers needed a media strategy that would focus their minds. New PHD opted to get personal via a new medium - outdoor.

The strategy was to highlight the number of households in different streets in cities across the UK where people were evading the licence fee.

In total in London, 180 postcode-specific executions were developed covering 1,087 sites. In addition, more than 100 different executions ran on the Underground. Not only did the campaign cause a dramatic shift in people's perceptions about evading the TV licence fee, in London alone it generated an additional pounds 2.5 million in licence fee revenue.

BIG BLUE DOG.COM

MediaVest's challenge was to get commuters to log on to the Evening Standard's new online recruitment site, Big Blue Dog.com. The agency's solution was a tease-and-reveal campaign, featuring legalised fly-posting of vinyl pawprints across floors, ticket barriers, lamp-posts and columns on the Underground. These were later replaced with the 'reveal', the website address. Around the launch, page impressions peaked at 200,000, and later settled at 100,000, a level beyond the client's expectations.

This article was first published on Campaign