| 标题 | The Record-Breaking Mailing |
| 广告公司 | RAPP |
| 广告战役 | The Record-Breaking Mailing |
| 广告主 | TV Licensing |
| 品牌 | TV Licensing |
| Posted | 9月 2023 |
| 行业领域 | 政府信息与服务 |
| 哲学 | 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. |
| 媒体类别 | 互动 |
| 联合创意总监 | Ian Cochran |
| 联合创意总监 | Jay Packham |
| 创意合伙人 | Fran Perillo |
| 创意合伙人 | Paul Beier |
| Senior Copywriter | Lloyd Frankland |
| Senior Designer | Adrian Williams |
| Senior Motion Designer | James Shillaw |
| Studio Manager | Mat Poscha |
| Strategy Partner | Adrian Hoole |
| Strategy Director | Darren Cushway |
| 客户总监 | Lindsay Sawyer |
| Group Account Director | Georgia Tudor-Miles |
| Senior Account Director | Hannah Sheppard |
| Senior Project Manager | Kim Wakefield |
| Senior Project Manager | Joanne Butler |
| Data Planner | Emily Crisp |
| Senior Analyst | Annie Parker |
| Campaign Manager | Darren Young |
| 首席创意官 | Al Mackie |
| 执行创意总监 | Jason Cascarina |
| Chief Strategy Officer | Caroline Sparkes |
| Head of Design | Hiten Bhatt |
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