Most students are aware that they need a TV Licence. But they don't believe there's much chance of getting caught if they don't buy one - or that they'll face serious consequences even if they are caught.

Our task was to make both the prospect and the consequences of a TV Licensing officer’s visit seem real - and scary.We know that students tend to be wary of traditional advertising, so we needed something highly involving and fun, but which would make a powerful and scary statement to persuade them to buy a licence.

The idea taps into characteristic student behaviour, by celebrating their imaginative excuses, before hitting them with the devastating truth in the final line ‘We love your excuses, we use them as evidence.’ It projects students directly into a situation where they are being held to account by an enforcement officer, and facing the unpleasant legal consequences of one simple fact – that there’s no excuse for watching TV without a licence.

Over 30 highly involving executions surround students, in halls of residence, at Fresher’s Fairs, drop-off-days, on student TV, and online.

This campaign has continued a fantastic run of successful results for the client. Last year's sales were already the highest ever recorded; this year’s figures achieved an astonishing increase of a further 14%.