The Open University: Commuter

The Open University, an academic institution in the UK, targeted commuters across the UK and showed them the opportunities available in part-time study by creating digital billboards and copy-led posters with a call to action.

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...

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