BBC TV Licensing unveils new communications campaign

MUMBAI: UK pubcaster The BBC's TV Licensing division has announced the launch of a new integrated communications campaign, Circuit City, which will be rolled out from next month.

The campaign highlights the power of technology in making it easier for people to pay for their TV licence and harder for them to evade.

The campaign will feature a new trademark and visual identity, incorporating the name "TV Licensing" and a new symbol.

The new trademark and visual identity will appear from 1 April on the TV Licensing website and in direct mail.

The communications campaign comprises BBC TV and radio trails, advertising on commercial television, online banners and posters. It replaces the Sofa campaign which has been running for two years.

Online banners will run from 1 April, followed by TV from 14, radio from 19 and posters from 21 April.

TV Licensing's aims are to ensure that everyone who needs a licence buys one, and to reduce the cost of collection to put more money into BBC programmes and services. The effective use of computer technology is at the heart of both these aims.

The creative approach for the Circuit City campaign brings to life how TV Licensing uses technology to make it easier for people to pay their licence online and how its database of more than 29 million addresses plays a key role in detecting licence fee evaders.

The campaign was developed in partnership with AMV BBDO, PHD and Proximity London, with TV production by Red Bee.

Circuit City will be the first campaign featuring the new TV Licensing trademark and visual identity.

It is the first time the trademark has been revised since it was registered almost 20 years ago. The old trademark did not work well electronically (eg, online) and research showed that people did not regard it as reflecting a modern organisation.

The new TV Licensing trademark is based on the power button design seen on many electrical devices. Many of these, such as laptop computers and mobile phones, are now able to receive TV signals and, therefore, their use may need to be covered by a TV licence.

In the new trademark, the power button is combined with a tick to convey the positive connotations of being properly licensed.

The new trademark and visual identity has been designed by The Partners.

TV Licensing marketing manager Peter Kirkfor says, "TV Licensing has come a long way since 1990, when the old trademark was registered. We've more than halved the estimated evasion rate and significantly reduced collection costs.

"In 1991, many people queued to pay their TV Licence in cash. You can now pay in many more ways, including setting up a direct debit online and receiving an e-licence.

"TV Licensing is a modern, efficient organisation making effective use of technology. It's now easier to pay than ever before and harder to hide if you are an evader. Our new campaign and trademark are important tools in conveying these messages."

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