The campaign for the Open Training and Education Network aims to get people past the “will I, won’t I” moment to study online in 2016.
VCCP ‘s campaign for Australia’s largest online educator, the Open Training and Education Network (OTEN), stands out from the crowd. And at this time of year, educators are a noisy crowd, so that’s quite an accomplishment.
The animated campaign, Disturb your Universe, recreates the moment of decision through the voice of either a man or a woman.
The campaign responds to the hesitation that people considering further education may have in deciding to take up online learning. It is designed to help them “get over the hump”.
Peter Grenfell, managing director of VCCP explained, “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.”
“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,” added Craig McCallum, TAFE Western Sydney’s director strategic marketing and communications. OTEN sits under the TAFE Western Sydney umbrella.
“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,” McCallum stated.
The integrated campaign launched in metropolitan and regional areas across NSW, Victoria and Queensland from January 14.
Credits:
Agency: VCCP
Creative director: Dean Hunt
Copywriter: Dean Hunt
Art director: Salvatore Gullifa
Creatives: Karen Ferry & Emma Morton
TV producer: Kirsten Caly
Print producer: Domonique Turner
Group account directors: 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
