Despite offering learning in 157 countries, just 4% of the OU’s students are international. In order to increase registrations from outside the UK, we devised International Open Diaries - a series of short films exploring the stories of five real OU students from around the world, documenting the quality of education provided by the OU. The campaign was promoted via digital channels including social, native advertising and digital display in 14 key markets, as well as being supported by traditional media buys, a CRM programme and a partnership with BBC Worldwide.
'Free Your Ambition’ is The Open University’s first major multi-channel UK campaign, inspiring people to harness their ambition through education and achieve life-changing results with the university’s flexible offering.
Running under a ‘Your Ambition, Our Mission’ strapline, ‘Free your ambition’ tells three inspiring, interwoven stories of people whose lives have been transformed through studying with The Open University.
The campaign that launched January 2020 is set to reach 75% of the UK adults through a breadth of channels and highlights the university’s wide appeal as a flexible, distance-learning institution.