MTV Generation Change: Ones to Watch 2.0

Client: The Open University

When University is a rite of passage for so many young people, how do you convince them to consider distance learning? In 2021, the Open University (OU) partnered with a global youth powerhouse, MTV to create ‘Generation Change: Ones to Watch’ – a hugely impactful content series that unpacked the OU offering and benefits to improve understanding and drive consideration.

The OU were starting to build momentum amongst prospective students but still had a massive challenge attracting young Black and Asian people to consider them as a viable option. So, we built upon the strong foundations of ‘Ones to Watch’ with a second series that engaged young, diverse communities with authentic content across TV and social media. To ensure our content reached the right target audience we used AdSmart to extend the campaign’s reach to areas with a high Black and Asian population. Overall, the partnership content achieved over 17m engagements and delivered a massive increase in consideration for the OU from 56% to 85%.

Developed in partnership with Havas Media & JUMP.