The "Powering People" campaign was created by FCBi using the concept that the university is an engine of learning capable of driving everyone.
TV ads show a neighbourhood where people of various ages are glowing with the knowledge that comes from their studies, ending with a girl who lights up when she opens her Open University course pack.
The Open University has previously run campaigns using TV ads only and last developed creative two years ago. It engaged FCBi, which already handled its direct marketing, in December to create a campaign with a view to modernising its appeal.
Jan Smith, interim director of marketing and sales at the Open University, said: "FCBi has done excellent work in creating and developing the 'Powering People' campaign. It is a very strong positioning for the Open University. It encapsulates a real understanding of the values and significance of the OU as the major national provider of learning to all age groups."
Seven different TV executions were made. One is a 30-second brand-focused execution, another is a 40-second DRTV execution and the rest are 10-second executions. Zed handled media planning and buying, using terrestrial and satellite TV channels and national and regional press.
FCBi also created third-party inserts and door drops, which have been planned and bought by Response One.
The campaign is running in June and July in order to drive applications for October, and the Open University is planning further activity including digital work for later in the year.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
