CASE STUDY: The OU Shines a Light on the Power of Education

Provided by Sky Media
MTV, The Open University, Sky Media & Havas - The OU Shines a Light on the Power of Education with MTV: Generation Change.

What was the Challenge / Background of the Campaign?

The Open University needed a meaningful partnership that aligned with their core values in order to gain cultural credibility and improve perceptions of the brand amongst the younger audiences. In addition, they wanted to educate their audience on The Open University's offering and demonstrate that it is a university which inspires and enables opportunities.

What was the Campaign Objective?

Considering The Open University's revolutionary spirit, we knew that MTV's Generation Change was the perfect partner. The platform is set to advocate young minds from around the world who are using their voices and taking action to create change. To inspire prospective students, we needed to create a storytelling campaign that invited the young gamechangers shaping our future, to share their #GenChange story and dive into how The Open University is opening paths for this unique generation to implement their own positive changes in the world.

What was the Solution?

Education is where Munya Chuwawa found the love for his words; making him the perfect talent to front our branded docuseries called Generation Change: Ones To Watch. Each 5-6 minute episode saw Munya meet an inspirational student and provided valuable insight on how their OU degree has enabled them to bring about positive change in the world. Through a truly collaborative partnership and natural synergy, were we able to shine a light on the power of education and inspire the younger generation to feel that they too can make a difference.

What were the Results?

* +11.7m Hero video views on FB & YT (111% of predicted views). * +14m Engagements with the social content. * +12k Clicks to the OU's website (from Clara's FB video).

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
16 - 24Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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