Open Universities Australia unveils first work from The Royals

The Royals has launched its first work for Open Universities Australia (OUA) since winning the account in mid 2021.

The integrated campaign encourages Aussies to turn uncertainty into discovery by embracing the in-between stages of life, pointing to the journey of lifelong learning and adventure.

The tagline, “here to guide you there” speaks to OUA’s active role in guiding people through the choices, course, universities and enrolment processes people undertake during these time to get them where they want to be.

In the 30-second featured TVC, a young woman sits on a train pondering what she wants to do with her future. As the frame zooms inwards in slow motion she is transported to an imagined world in the sky, with pink-coloured blocks of concrete levels and stair floating around her. She jumps between levels as she makes her way towards a doorway that would lead her to where she wants to be, much like a video game. As she steps through the doorway she is transported back to real life where she enrolls in an Open Universities course.

A 15-second version of the spot will also be included in the campaign.

Out of home execution

Catherine Reynolds, chief commercial officer at Open Universities Australia, said: “In recent years we have made significant gains in the awareness of the OUA marketplace, shifted brand perceptions and helped our national audience have a greater understanding of the ways OUA can help support their journey. The opportunity now, and the task we presented The Royals, was to bring to life the human aspects of our marketplace, connecting with the emotional benefits we can deliver, to solidify our position as the leading marketplace for online higher education.

“The resulting campaign nails the brief, stands out through its uniqueness, and most crucially portrays that state of liminality that can be both daunting and inspiring. As we continue to connect more students nationally with our university partners across the country, we couldn’t be happier with where we are for launch,” said Reynolds.

The Royals executive creative director Stu Turner added: “Life is full of moments where we wonder if we should make a change. And that state of liminality has only been amplified by the pandemic and the resulting reassessment by many of us of our work and life goals. We wanted to show how Open Universities Australia is perfectly positioned and skilled to help people navigate through those times, in a way that recognised that very emotional transition for people. It’s been a pleasure to work with Sam, Catherine and the rest of the OUA team on creating this campaign, which we’re all very proud of.”

The integrated campaign launched on the 10th of April across free-to-air TV, audio, out-of-home, digital and social.

The Royals’ recent appointment to the OUA creative account is one in a recent string of accounts wins by the agency, including Deliveroo, Guide Dogs Australia and Smart Pay.


Client: Open Universities Australia
Chief Commercial Officer: Catherine Reynolds
Head of Consumer Marketing: Samantha Licciardi
Agency: The Royals
Production Company: Pixel
Director: Andrew Goldsmith
Music: Sonar Music
Sound: Squeak E. Clean Studios
Media Agency: Hatched


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