The Open University, the UK’s largest academic institution, came to us with significant growth targets, but with shrinking YoY budgets, and less room for differentiation in-market - with traditional competitors expanding their offerings and new challengers providing fresh new alternatives. To deliver our growth targets we needed to broaden appeal of The Open University to a more diverse pool of prospective students, beyond their traditional audiences.
As an institution that prides itself on making education accessible to all, our audience is large and diverse. There is one thing that unites them – a desire for positive progression in their lives, but on their own terms - where, when and how they want.
Working closely with Havas Media, we developed audience and channel insights which led to our proposition, ‘You-Shaped Learning’ – inspiring individuals to realise the possibilities of acting on their ambitions, if they could do it on their own terms.
We developed customer journeys and contact strategies which meant we could divide our communications by audience, channel and purpose into three tiers:
Inspire: Motivate audiences to feel inspired to achieve their ambitions
Explain: Demonstrate the brand as an enabler
Act: Encourage them to take the most relevant action for them
Free Your Ambition
At the start of 2020, we launched a new brand acquisition campaign for The Open University to help them achieve their mission – giving anyone, anywhere the power to learn and realise their ambitions.
Playing out across multiple channels and four key nations, the ‘Ambition’ campaign also helped to combat the increased competitive pressures of all universities moving to the online learning space, brought on by the COVID-19 crisis.
As we enter 2021, our latest work strengthens the campaign by leveraging real student stories in a new way to inspire others.
Bringing the supportive experience to life, we address any concerns prospective students might have about online learning and encourage them to join the two million students that have realised their ambition with The Open University.
Initial results appear very strong with the ‘Ambition’ campaign contributing significantly towards strong brand performance and the ongoing achievement of business objectives. We are awaiting full maturity of results as the campaign evolves.
Havas CX helia: The Open University, Free Your Ambition
We launched a major campaign for The Open University to inspire people to harness their ambition through education and achieve life-changing results with the university’s flexible offering.