Al Mackie
Chief Creative Officer at RAPP, London
London, United Kingdom
TitleThe Record-Breaking Mailing
Campaign The Record-Breaking Mailing
Advertiser TV Licensing
Brand TV Licensing
PostedSeptember 2023
Business Sector Government Information & Services
Philosophy 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.
Media Type Digital
Associate Creative Director
Associate Creative Director
Creative Partner
Creative Partner
Senior Copywriter
Senior Designer
Senior Motion Designer
Studio Manager
Strategy Partner
Strategy Director
Account Director
Group Account Director
Senior Account Director
Senior Project Manager
Senior Project Manager
Data Planner
Senior Analyst
Campaign Manager
Chief Creative Officer
Executive Creative Director
Chief Strategy Officer
Head of Design

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