Over the past five years, Open Universities Australia has grown from number six in the market place to the number one provider offering access to higher education online. Although previous campaigns had achieved above expected results, it was clearly time for a change of direction.

We developed a new strategy with OUA and created a new campaign direction to fit the leadership story of the brand.  The campaign launched in early January with TV, Cinema, outdoor, magazine and digital executions.  It has one message; Open your mind (with an education system that fits your life.)  We used a visual metaphor of laptops ‘flying’ from universities into homes to give the campaign a visual hook, and a copy story that avoided the clichés.