The Open University – Dream, Believe, Succeed

Case study - Objective: Change minds


Over the last 10 years, support for the NSPCC has fallen. People know the charity exists but awareness of its services was at an all-time low before the NSPCC’s Little Stars campaign was born.

The Open University wanted to send an inspirational message to possible part-time students seeking further education. It needed a campaign that would overcome one of its biggest barriers – the perception that there is not enough sufficient time to both work and study.

With a thorough evaluation of The Open University’s consumer segmentation, MediaCom found that the ideal target market was working individuals who are looking to move up the career ladder. Research also showed that most of this segment use their commute to flip flop from work mode to home life and vice versa, with a third looking for inspiration on their journey to and from work.

Understanding that the average Brit spends approximately 54 minutes commuting, travel time between home and work became an opportune moment to reach the target audience, encouraging them to study in the ’dead time’ between work and home. With its reach and attention during commuting hours, Metro was the ideal partner for the activity.

We were able to dispel the myth of a perceived lack of time by showing what was possible during people’s commute. This allowed for a truly integrated and engaging approach to our campaign that exceeded all targets.

Ella Hall, head of CRM, acquisition & brand, The Open University