DDB Melbourne launches Open Training Institute with a new campaign that asks ‘Y’?

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The Open Training Institute (OTI), part of the Open Universities Australia family, is a new online vocational educator which was officially launched in December 2013 with an integrated campaign from DDB Melbourne.

 

The Open Training Institute offers people the opportunity to spend their leisure time in a more productive way in 2014, either by learning a new skill or getting a qualification that will help them achieve personal and professional goals.

The timely campaign comes following recent research commissioned by The Open Training Institute that showed 39% of Aussies felt that they wasted their spare time in 2013. The research also showed Aussies spend on average 28.5 hours per week (or 62 days a year) using electrical devices in their spare time.

 

Whether it’s surfing the net, juggling fire sticks or twiddling thumbs it appears many Aussies are squandering their lives away on activities that lead to very little.

 

This new campaign to launch OTI tackles time wasting head-on with the creation of a new “TV show” called The Y Factor (a parody of reality TV talent shows currently flooding our screens). Hosted by Mark Holden and Kimberley Davies, The Y Factor asks punters WHY they’re not making more of themselves? And WHY don’t we all just ‘Get awesome at something that matters’?

 

To build anticipation and awareness, DDB Melbourne launched a teaser campaign in early December through social media and outdoor posters that directed people to the The Y-Factor holding page.

 

Says executive creative director DDB Melbourne, Darren Spiller:  “We’ve made our message pretty hard to ignore. Essentially this campaign is asking people to think about where and how they direct their energy. There’s no point getting awesome at something inane. And it’s good timing as we hold up a mirror to people at the start of the year, when New Year’s resolutions are being set. We hope The Y Factor will inspire people to better direct their prodigious energies in 2014.”

General Manager OUA, Claire Hopkins

Marketing Director, Toni Cutler

Marketing Director, Lisa Edmonds

Marketing Manager, Tyneal Alexander

Marketing Manager, Nadia King-Magill

 

Executive Creative Director: Darren Spiller 

Creative Director: Glen Dickson

Creative: Toby Cummings

Creative: Ed Howley

Creative Traffic Manager: Diana Czechowska

Art Buyer: Vince Tillyer

 

Strategy Planning: Lorenzo Bresciani

Group Business Director: Sarah Bailey

Business Director: Matthew Hunt

Business Manager: Matthew Ramage

 

Producer: Genevieve O’Shea

Executive Producer: Rebecca Bayley

Head of Technology: Luke Torney

Head of Art: Jono Yuen

Senior Developer: Benjamin Lau

Front end developer: Daniel Phan

Head of Broadcast: Simon Thomas

TV Producer: Carol Sinclair

Director: Nick Kelly

Producer: Alice Grant

Production company: Sweetshop

Edit: The Butchery

Grade/Online: Method

Sound: Stevo @ Flagstaff

Media: Mitchells