DDB Melbourne launches Open Training Institute with a new campaign that asks ‘Y’?
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
26 Comments
Funny.
Terrible. Really, really terrible.
Game shows have only been lampooned a few thousand times in ads I suppose.
Y?
dreadful.
nice!
Soon you can add chasing ad awards to the list.
Idea is so-so, craft is great
What in HELL is THAT????
Terrible. Really, really terrible.
Game shows have only been lampooned a few thousand times in ads I suppose.
Y?
This is so badly branded that it will have next to no impact for the university. Creatives got there way and stayed very true to the (pretty familiar) idea to the extent that the brand looses out. Could have been ok.
Nah cmon that’s pretty funny you guys.
Good performances, feels like the real deal
Nice enough thought but I agree with ‘hi’ – ad is poorly branded.
Want to like it, but can’t.
http://www.youtube.com/watch?v=eOgmx63_FHQ
Well done boys, it’s a big job. The fact the general public thinks it’s a real show it’s testament to how well it’s been produced.
One of the worst I’ve ever seen, no branding until the last 2 seconds? WOW, what a waste of money.
Stinky.
Y make this ad at all?
I fucking love this. So true and the fact they got Holden to do it is even better. Everyone banging on about no branding until the last two seconds, seriously?
Why would anyone believe this was a real show? It’s so obviously scripted.
I think it’s a very clever idea, perfectly executed. The look on that guys face says it all. Looking forward to the follow up campaign.
Wasteful, indulgent, Award school shite.
Why not use the colours from Open University to tie it all together? Get some branding in there? Open Training gets lost. And because of that it’s disappointing.
“award school shit” ?
don’t be ridiculous.
it’s good.
the comments about poor branding are off the mark. you don’t need to yell if you say something interesting
Terrible. No laughs, No awards. Cringe levels sky high.
You f*&king pretentious ad wankers are WAY off the mark in terms of no branding because you are all so locked into whatever comes out of research and think that there is a prescribed formula that MUST be adhered to every single time and this ad shows that to be completely wrong and that is only one of the reasons I love it.
When I watched this for the first time on air, I was drawn into watching it because of the ridiculous acts, and the very name ‘Y factor’ is immediately a play on ‘X factor’ and by jingo with only half my brain running at the time, I still realised that something was up.
I then proceeded to laugh at each and every part of the ad, and blow me down, just before the much needed branding appeared, I was (in my head) asking to see what the ad was for, something along the lines of “what is this for ?” was mumbled and then….low and behold, just as I uttered the question, the answer appeared and I will remember Open Training forever.
So before you up and coming CDs go back and look through the manual and find that nothing works unless there is branding starting at 2.8 seconds and branding must last for at least 4.16 seconds for any chance of efficacy, give yourself a hand job.
Colour Branding ? – It could be confused with Coles, The Salvation Army, Vodafone to name but a few and hence is a pointless argument.
NO, I have nothing to do with this project in any way and I am disappointed by that, but to see the crap responses to this job on here makes me furious as I know that somewhere some of the pitiful little creatives who work in DM who commented in the negative here are getting paid to be part of an industry that is way too formula based and research bell curve driven towards making crap like Brand Power and my TV is poorer for it.
Y factor isn’t an original idea in terms of game shows, but who cares ?
The production is great, the performances are great and the negative Nancy’s on this blog are anything but.
I can combine all this and will consider taking a course on Open Training with the aim of never ever having to work with any of the self centred, over opinionated, under trained, over awarded toss potts that inhabit the advertising industry.
Good Bye.
Anna Nonymous, maybe you try out this course:
https://www.opentraining.edu.au/courses/marketing/diploma-marketing
Not sure if it meets your aim, though.