BBC TV Licensing

The Ask

Reinforce TV Licensing law and encourage a habitually evasive audience to buy a TV licence.

The Solution

For our low income audience, the fine of 1,000 GBP is a considerable amount of money that, if they had to pay it, would mean they would have to go without in some other significant part of their life. Put in this context, the annual subscription fee of 120 GBP was a much better option. With this proposition, we used the characteristics of the medium to create a sense of urgency and action.

Results

Over 100,000 of the UK’s worst evaders persuaded to buy a TV licence.

Print

David Shearer

Hello.

I have been in business for 20 years and am considered a leader in brand strategy, marketing, experience design and creative excellence.

My work has been recognized (across mediums) by the world's leading commercial creatives with over 40 awards for excellence from many of the most respected international shows, including Cannes Cyber and Direct, One Show and DMA Echoes.

I have a unique combination of experience that covers the full spectrum of marketing and brand communication: from brand strategy, innovation, awareness and thought leadership, through relationship marketing, sales promotion, loyalty programs and dimensional mail, to mobile, app development, websites, social community, global web presence management, and digital interactive experiences. More recently (the last eight years) I've also gained extensive knowledge of event experience design for conferences, and product interface design.

Today, I help lead the creative vision and brand strategy of Box, one of the fastest growing tech startups in the world with a rapidly growing global footprint. My responsibilities include managing global creative development, brand communication strategy, social strategy, idea development, innovation, studio production management, design systems and product naming across every relevant touchpoint.