Open University & C4 partner for brand's most innovative deal to date

The Open University (OU) will launch a six-month marketing partnership with Channel 4 on the 16th June with the first in a series of 30 second ads premieres during The Last Leg.

The Open University (OU) will launch a six-month marketing partnership with Channel 4 on the 16th June with the first in a series of 30 second ads premieres during The Last Leg. The collaboration represents much more than an advertising campaign; it is set to shake up the education sector’s approach to marketing.

Collaborating with Channel 4 is a prime example of how the OU is doing things differently within the sector. For the first time, Channel 4’s iconic falling blocks will be integrated in a jointly branded identity that will appear across all four of its channels. As well as the creation of ad content, a joint panel event will take place later in the year and the campaign will also be supported by Channel 4 and key on-screen talent in social media.

Filmed in a ‘fixed rig style’ typical to Channel 4, three adverts will kick off the deal. Created by content agency, The Outfit, each of the three adverts features an OU student* who will lift the lid on what it’s like to study with the OU through their own inspiring story.

Chosen programming reflects the core values of the OU. The student focused content will be real and authentic. The ads will air across all the broadcaster’s channels until 26th November 2017. A second ad will premiere on the 25th June during the Crystal Maze and a third in July. Sixty second and ten second versions will run online and on social media. The initial campaign will deliver an estimated 100 plus million impacts over a 14 week period.

The brand partnership is a bold new move from the OU and is a real game changer for the education sector. It is also a perfect match in terms of brand alignment, with both organisations sharing the same values and standing for equal opportunity and social mobility. The university’s Head of Acquisition and Brand, Ella Hall, believes Channel 4 is the right platform to drive the OU’s Student First strategy whilst empowering more people to study.

Ella Hall comments: “Our ambition is to amplify the OU’s Student First strategy and to ensure that our commercial targets are met. We believe this partnership will help us to achieve this by using real students to deliver inspirational and genuine content that will resonate with Channel 4’s audience and deepen their understanding of what we offer. It’s about inspiring the right people, in the right place, at the right time.

“We know that Channel 4 is the perfect organisation to support us in achieving this ambition. As brands, we are united in terms of what we stand for, including the OU’s mission to reach out to people from all backgrounds. We’re excited to be breaking the mould within the education sector with this really potent campaign.”

Danny Peace, Agency Principal, Channel 4 commented: “Channel 4 is delighted to be working with the Open University on this campaign. It's the most integrated campaign we have worked on both on and off-screen and a genuine partnership between two brands who share the same goals of inspiring change in people’s lives.”

OU graduate, Lindsay Williams features in one of the adverts. She says, “Studying with the OU has been one of the best decisions of my life. Six years ago, I realised that I wanted to carry on studying languages but didn’t want to live the traditional uni lifestyle. It takes lots of planning each year, but you get to fit the OU around your life. I’m now running my own language tuition business.”

Niall Murdoch, Founding Partner, The Outfit commented: “Working with the Open University and its students has given us a unique opportunity to tell some truly inspiring and genuine stories, stories that demonstrate how the OU can completely transform lives. It's been exciting to work closely with the brand and Channel 4 to create some ground-breaking partnership content, in a tone of voice specifically aimed at Channel 4 viewers.”

Dan Wood, Head of Partnerships at MediaCom (opens in a new window), added: “Great partnerships are built on shared values, vision and purpose. Both the OU and Channel 4 passionately believe in championing social mobility and enabling education opportunities for all. This shared purpose provides a strong foundation for an authentic collaboration to demonstrate the transformative power of education. We hope that the unprecedented integration across brand, talent, social and events will inspire the audience with an understanding of how the OU can help them change their lives for the better.”

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