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Al Mackie
Al Mackie
Chief Creative Officer at RAPP, London
London, Großbritannien
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TitelThe Record-Breaking Mailing
Agentur
Kampagne The Record-Breaking Mailing
Werbende TV Licensing
Marke TV Licensing
PostedSeptember 2023
Geschäftsbereich Regierungsinformation & Services
Philosophie No one needs a paper TV Licence anymore - but seven million Direct Debit customers still hadn't chosen an eLicence despite it cutting the cost of watching shows. Numbers had inched down, but the organisation wanted to rip up the record books to get them to drop faster.

The QR code was a good starting point. But to take things to another level, TV Licensing needed to bring switching to life in a competitive way people couldn't resist.

The TV-watching British public may not seem like honed competitors straining at the leash. But given the chance, we all like a challenge. The creative approach leveraged this insight and turned going paperless into a race.

The Record Breaking Mailing was born, for paper licence holders who think they haven't got time to switch. They were prompted to scan the QR code and share the time it took - and gain the glory - on Twitter. A bit of admin became a world-record attempt.

The message was delivered with an insert that challenged people to become a World Record Breaker. The QR code was placed centre stage, linked directly to a pre-populated web page showing the ‘record’ time the recipient needed to beat. A simple yet effective idea that got people switching and sharing the campaign mechanic.
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