TV Licensing enlists Gavin and Stacey stars for student campaign

LONDON - TV Licensing is launching a campaign aimed at students featuring actors James Corden and Matthew Horne, the stars of BBC Three's Bafta-winning sitcom 'Gavin and Stacey'.

The campaign, created by Proximity London, has been timed to coincide with the start of the academic year and will for the first time put TV Licensing ads on Radio 1.

It builds on the 'No Excuse' theme from last year's campaign, which plays on the idea that students will try any excuse to get away with handing in essays late and missing lectures.

Radio trails on BBC Radio 1 will feature light-hearted sketches by Corden and Horne, alongside the campaign strapline: "We love your excuses. We use them as evidence".

In addition to radio, outdoor and digital ads, the campaign will include an SMS campaign for the first time, using Blyk, the free, ad-funded mobile network for 17-to 24-year-olds.

Students will be sent messages encouraging them to opt in to receive an email reminder to purchase a TV Licence. They will also be offered the chance to download themed wallpapers and ringtones for free via WAP.

All activity will drive students online where they can purchase a TV Licence via a .

Caitlin Ryan, executive creative director at Proximity London, said: "For this year's campaign we really wanted to build on the success of last year's 'No Excuse' creative as it resonated so well with the student population.

"The humorous element engages the audience and provides a fitting introduction to the stronger message, that there is no excuse for not having a TV licence."

Peter Kirk, marketing manager for TV Licensing at the BBC, said: "Proximity London has significantly increased awareness of the importance of buying a licence among students with some incredible campaigns over the past few years. This year's work looks set to achieve equally fantastic results."

The student activity is separate from TV Licensing's main campaign, 'Circuit City', which was launched in March through Abbott Mead Vickers BBDO and attracted criticism for its heavy-handed, aggressive tone.

The BBC Trust launched a 12-week consultation in September which allows the public to provide their views on the tactics used in TV Licensing campaigns.

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