DDB Melbourne create fictional TV talent show to promote The Open Training Institute

The Open Training Institute (OTI) has recruited former Australian Idol judge Mark Holden and former Neighbours star Kimberley Davies to front the online vocational educator’s new integrated campaign.

OTI, part of the Open Universities Australia family, through DDB Melbourne has created a fictional TV talent show, featuring Holden and Davies as judges, called “The Y Factor”. A cross between The X Factor and The Voice, the fictional show “asks punters why they’re not making more of themselves? And why don’t we all just ‘get awesome at something that matters’?”

Executive creative director DDB Melbourne, Darren Spiller, said in a statement: “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.”

The commercial follows on from recent research commissioned by OTI that revealed 39 per cent of Australians felt that they wasted their spare time in 2013.

The campaign aims to highlight how OTI offers people the opportunity to spend their spare time in a more productive way in 2014.

It kickstarted in early December with a teaser campaign via social media and outdoor posters that directed people to ‘The Y-Factor’ holding page.


  • 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

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