On 24th April, The Open University is launching a brand new media partnership with Sky and Channel 5. The new campaign features student and tutor ambassadors, lifting the lid on what it’s really like to study with the OU. The campaign will help us reach new, broader audiences, inspiring potential students to consider The Open University.
With the breadth of channels available on Sky, we will link our student and tutor stories with particular programmes. A series of seven, 30-second adverts have been crafted from our existing five-minute Open Diaries episodes. They feature OU tutor, Rehana Awan and students, Alex Bailey, Chloe Burroughs, Finlay Games, Jack Brooke, Faye Banks and Julia Clark.
The new adverts will be viewed over 60 million times, running until the end of July across Sky One, Sky Witness, Sky Atlantic, Sky Sports and Channel 5. Each one starts with a ‘Proudly Presents’ channel endorsement, helping to enhance the credibility of the adverts. People can then watch the full five-minute Open Diaries, which will be hosted on Sky’s ‘On Demand’ platform by pressing the Red Button.
As well as Sky and Channel 5, we are also partnering with Mumsnet, the UK’s largest network for parents. Our Mumsnet partnership will highlight how studying with The Open University can support students in building their confidence and their careers after having children. Our activity includes an Expert Q&A discussion, a Facebook Live session with one of our tutor ambassadors, plus display and social adverts on their digital channels.
‘What’s Stopping You?’
The OU’s multi-channel brand campaign will continue to run alongside these new partnerships, with our ‘What’s Stopping You’ adverts appearing across a range of TV channels and in cinema. Listen and watch out, too, for our radio campaign and out-of-home advertising at national railway stations, on London Underground and major roads. Where our radio and out-of-home adverts appear within Scotland, Wales and Northern Ireland, we will feature specific funding messaging, recorded with local accents, to highlight the financial support available to students. Our advertising campaigns will all be supported by a strong digital and social media presence.
Main image features Rehana Awan, OU tutor.