Campaign details
Agency: LIDA
Unfilled career dreams and ambitions had become the norm. It was time to turn 'one day' into today.
The Open University wanted to wake-up commuters and show them the life-changing possibilities available in part-time study.
Strategy
Taking an average of eight hours a week, the daily commute is a routine many sleep-walk through.
Customer insight revealed over four million employees were unfulfilled, with many aware that a new qualification could secure a promotion or even lead them down a new career path. That meant that a multitude of commuters were disengaged, disinterested and dissatisfied.
It...