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The Open University
Your Ambition. Our Mission
RAN IN: United Kingdom
AGENCY
Rob Breese, Managing Partner
Alex Boniface, Client Partner
Lucy Collier, Strategy Partner
Eva Grimmett, Group Chief Strategy Officer
Kristin Cowper, Strategy Partner
James Hough, Business Director
Stuart Peddie, Executive Creative Director
Leo Baker, Senior Strategist
Amy Scott, Head of Production
Big Boy
Buff Motion
SUMMARY
At a time when the OU faced unprecedented threat from competitors, we outperformed the category, posted record student growth, and delivered value to the people and the nation. We achieved this by:
Identifying sources of growth – extending outside of core demographics to broader groups
Audience centric thinking
developed a campaign around a powerful universal human motivation, ambition
agility to make messaging nuanced to specific audiences based on circumstances and questions
3 Tier Campaign structure - focusing messaging and media strategy on critical tasks to achieve growth
Agility – adapting strategies to changing audience behaviours and attitudes throughout the pandemic
CASE VIDEO
Language: English
