The Open University is launching a major social re-engagement campaign in an effort to attract a new swathe of students in time for the October in-take.
The campaign has been devised by Lida, which picked up the account in March this year. It carries the strapline “Make better use of your time online”, and recognises that a significant number of people yearn to achieve more, change job or increase their love of a subject but often life gets in the way.
The content dramatises people’s tendency to procrastinate and encourages potential students to turn dreams of studying one day into action today.
The creative features dogs on skateboards, and is running across paid, owned and earned social media, supported by email. Driven by the insight that consumers spend 2 hours a day online, it aims to leverage existing channel behaviour and highlight that it only takes roughly 2 hours a day to study for a degree.
Open University director of marketing Debbie Britton said: “Lida has tapped into a genuine consumer insight and brought this to life in a refreshing and unique way which should give us real cut through.”
Lida chairman Matthew Heath added: “The Open University is an extraordinary institution and, at a time where gaining qualifications often feels out of reach for many, we are very excited to be helping inspire and engage many of those who feel life has got in the way of their aspirations. It’s easy to lose valuable time to surfing the web, but hopefully this campaign will prompt people to realise how their dreams can be within reach just by changing the way they spend their time online.”
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