Campaign details

Brand: The Open University
Lead agency: RAPP

Campaign Overview

In times of industrial change and economic uncertainty, higher education can be a life-changing experience.

The Open University (OU) identified a prospect audience who would benefit from its offering but believed universities to be inaccessible.

Time to change that view.

Strategy

Prospects had high awareness but low consideration of higher education; they were alienated by and felt shut out of education.

The answer was to leverage social proof: stop focussing on the brand and amplify voices of the people proving the OU's claims through lived experience.

Full-length hero films were published on Facebook, Instagram and episodically on an SEO-focussed campaign landing page on the OU website.

Additional snackable social pieces emphasised different characters and features of their OU experience.