The Open University released an addressable TV campaign (ADTV) to reach out to prospective students and leverage New Year resolutions of self-improvement.
The multi-channel campaign ‘Your Time Is Now' has leveraged stories of current and past Open University students who have found jobs and pay rises with the aim to encourage prospective students to join the university.
The campaign was created in partnership with LIDA, MediaCom and Finecast. It will run across ADTV, digital, radio and inserts from today until the end of March (2018).
Open University’s head of acquisition and brand, Ella Hall said: “Addressable TV has provided a great opportunity to really tailor our messaging for our audiences, as we can now target them at a postcode level.
"Through ADTV we will be able to ensure that we’re reaching the right people and supplying them with the most inspiring and persuasive content. We’re always keen to test out new and innovative marketing channels, and given this, are really proud to be recognised as trailblazers for ADTV within our sector.”
Tori Winn, executive creative director at LIDA said: “These are some of our boldest TV spots yet, designed to inspire, and critically, motivate potential students. The media strategy has allowed us to be more targeted, and therefore more provocative, then ever before. The result is a campaign that’s been created to provoke immediate action, while keeping real Open University students’ stories at its heart.”
Rachel Dixon, business director at MediaCom said: “TV viewing habits are changing at pace, so it is crucial for us at MediaCom to embrace new and innovative ways to target specific audiences for our clients. Our Finecast ADTV campaign for The Open University, allows us to use a wealth of demographic data to reach key prospects, whilst watching quality content across a variety of devices and platforms.
Jakob Nielsen, Finecast CEO said: “We are proud to have The Open University as the first education advertiser to work with Finecast. This campaign provides them with the ability to reach their advanced target audience at a household level, thus delivering increased efficiency.”