Australia’s largest online educator, the Open Training and Education Network (OTEN), has launched its latest campaign, Disturb your universe, encouraging individuals to consider undertaking online study in 2016.
The campaign was developed by TAFE Western Sydney, under which OTEN sits, in association with creative agency VCCP and animators Passion Pictures.
Targeted primarily at males and females in the 25-50 years age bracket, the animated campaign encourages individuals to disturb their daily routine and make time for learning.
TAFE Western Sydney’s director strategic marketing and communications Craig McCallum said, “OTEN is Australia’s biggest online education provider, educating over 95,000 students annually.
“The increasing trend in people choosing to study online and following the introduction of the NSW Government’s Smart & Skilled reform, the VET sector has become increasingly competitive.”
“Increased competition, and the projected ongoing growth in the demand for online education, created the impetus for TAFE Western Sydney to undertake a strategic campaign for its specialist distance online learning centre, OTEN.”
The campaign responds to the hesitation that people considering further education may have in deciding to take up online learning to meet their career or study goals and focuses on positives of online learning such as flexibility, convenience and OTEN’s unique capability to provide one-to-one learning support.
OTEN is experiencing a growth in demand for online learning from males aged 35-50 years wanting to move into less physically demanding roles such as supervisory, workplace health and safety, engineering, logistics, human resources and project management.
McCallum said the Disturb Your Universe campaign demonstrates OTEN’s mix of technology, learning support and face-time OTEN students can have with teachers, which makes it easier for those who are considering a career change or furthering their skills for promotion via online education.
“Animation was chosen instead of actors, as OTEN students come from all walks of life, and we wanted to allow individuals to place themselves into the situations demonstrated in the advertisements. Animation allows them to do this,” he added.
“Initially, an integrated advertising campaign will launch in metropolitan and regional areas across NSW, Victoria and Queensland from 14 January.”
Managing director of VCCP Peter Grenfell commented, “This campaign is about challenging people to think differently about what they can achieve.
“Many of us want to go back to study or make a change in our lives but sometimes it can feel like it’s too much to contemplate alongside the pressures of daily life. Disturb your universe aims to change that illusion and unlock our potential through studying with OTEN.”
Client: TAFE Western Sydney
Director, Strategic Marketing & Communications: Craig McCallum
Creative Director: Dean Hunt
Copywriter: Dean Hunt
Art Director: Salvatore Gullifa
Creative: Karen Ferry
Creative: Emma Morton
TV Producer: Kirsten Caly
Print Producer: Domonique Turner
Group Account Director: Elizabeth Barnett / Jill Chestnut
Studio: Sean Davitt
Production Company: Passion Pictures
Directors: Lukas Shrank & George Thompson
Producer: Katie Mackin
Music: Groove Q
Media: Benedictus Media
PR Agency: Sefiani