Career Quest

The Challenge

The Open University needed to connect with six million daily UK gamers who previously viewed higher education as irrelevant to their lives and career ambitions.

The Strategy

The strategy focused on using gaming culture to reframe online learning for a younger audience. OMD UK partnered with six specialist gaming creators representing distinct gaming subcultures, combining their authentic voices with LADbible Group's expansive digital ecosystem for massive reach.

Execution and Innovation

Creators produced content reimagining iconic non-playable video game characters as university graduates. Hosted across TikTok, Instagram, GAMINGbible, and Snapchat, the multichannel campaign featured a first-of-its-kind playable Snapchat game that bridged the gap between youth culture and higher education.

Results

By pairing creator authenticity with vast distribution scale, the initiative delivered outstanding commercial results, exceeding every key performance indicator and driving a measurable increase in student enrolments at The Open University.

Judges' Verdict

"A strong creator-led campaign that effectively uses gaming culture to reframe The Open University as being relevant to a younger audience."