The brief was simple: Develop a radio campaign to persuade people to pay their TV licence, one of the nation’s least popular grudge purchases. However, with no carrot on offer, only the threat of a €1000 fine for non-payment we had our work cut out. Luckily, using a little humour, we were able to positively reframe the message. With a series of spoof radio ads for aspirational products and services all costing around €1000, we playfully showed that there are far better ways to spend a grand than on a fine and helped make an unpopular purchase a little easier to rationalise.
