DM | OOH | SOCIAL CONTENT 

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THE BRIEF

Develop a series of OOH ads and social posts that drive awareness of the Open University and inspire our audience to pursue their ambitions.

 

THE STRAT

The OU has been giving people the chance to learn online for over 50 years. But with more people looking online for learning, the OU needed a broader approach. One that inspired, explained the process and got them to act. When the world started to open up again in the summer of 2021, it was the perfect time to make your ambitions a reality.

 

THE CREATIVE

Every student has different needs and dreams, but one thing unites them. AMBITION. The ambition to do better, get a qualification, realise your potential and live your dreams. So, that’s what we played on. We introduced the campaign with OOH ads inviting people to awaken their inner ambition, followed by social comms sharing students’ stories.

 

THE RESULTS

Not only did we beat our target, we grew our student population year on year by 5.7%. Go to the top of the class.

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AWARDS

2021 - DMA SILVER - Best Customer Acquisition Campaign