We’d focused on the ‘value’ of the Licence rather than the threat of the ‘law’ and were rewarded:•Staggeringly 7 in 10 students were now aware they needed a TV Licence to watch live TV on their laptops•An unexpected 5.3% more students called in to let us know they didn’t need a TV Licence as they didn’t watch live TV in their rooms, enabling us to remove them from our ‘unlicensed database’•An unprecedented 7.5% increase in online sales of TV Licences meant less money could be spent collecting the TV Licence fee, more on TV.