Creative agency YOLO has launched a new campaign for Open Colleges across television, video, display, social media and mobile.
Having helped build the brand successfully with their previous campaign in 2014, YOLO were challenged to grow enrolments for Open Colleges and continue the tone of the previous work. Key audience were women 25-45 years. Open Colleges wanted to stand out, create noise and position the college as the most supportive, flexible and accessible provider in the online vocational education space in Australia. To do this the agency created an integrated campaign to emotionally empower the audience and cause them to take action. They also developed YouTube and social content that took potential students through every barrier of their sign-up journey.
Justine Metcalfe, creative partner at YOLO said, “The creative was based on the insight that people give good advice to others, telling them all kinds of wise and inspiring things that help them work towards a better life. But when it comes to ourselves, we often don’t follow our own advice. So the idea of ‘Listen to Yourself’ was born.”
At certain stages in their lifetime (25-45 years), most people begin to re-evaluate their lives and improve themselves in the desire for a more successful and fulfilling life. Women with children, although they have ambitions and personal goals, tend to put family needs before their own.
“We knew that to stand out we couldn’t just promote courses, we had to amplify the emotional benefit of joining Open Colleges. We wanted people to feel empowered and confident that they can improve their life through education.And with all the support and flexibility that Open Colleges can offer, now is the time to do it,” said Matt Hill, Head of Brand and Communications, Open Colleges.
Creative – YOLO led by Justine Metcalfe, creative partner
Client – Matt Hill Head of Brand and Communications, Open Colleges
Media – Chris Christofi, Head of Strategy, Bohemia