Established as the marketplace for choosing an online university course, Open Universities Australia needed to build an emotional connection with potential students.
As the first port of call for the lifelong learning journey, our insight focussed on the role that OUA plays in guiding people through a distinct but amorphous phase of life - liminality - that state of transition between one life stage and the next.
“It’s between where you are and where you want to be”.
The platform Here to Guide You There celebrates the adventure of exploring the possibilities of liminality, encouraged by the trusted guidance of OUA and its team of advisors.
The launch campaign ran on TV, OOH, digital and social, coming to life in liminal spaces where people most commonly reflect, such as train stations, during drive time, and on social media.
+9%“instinctive first choice” Year on Year vs. Q2 2021.
+9%spontaneous awareness Year on Year vs. Q2 2021.
+11%consideration Year on Year vs. Q2 2021.
Strengthened brand associations of flexibility, online, support & advice.