BBC TV licensing case study

This Proximity campaign for the BBC was designed to generate word-of-mouth (WOM) marketing among its target audience – university students. This was achieved through a creative idea, inspired by students themselves, of ‘anti-humour’.

To deliver this highly targeted message, the innovative campaign used posters, good-luck cards, stickers and Post-it notes in student rooms and around university campuses. It also included a very strong digital element, harnessing the power of student websites, banner ads, emails and even SMS.