Dogs On Skateboards Help LIDA Recruit New Students for the Open University

The award-winning LIDA has launched a social re-engagement campaign, Make better use of your time online, for The Open University, the UK’s largest university and a world leader in high quality, flexible and supported distance learning that is open to everyone.

The campaign recognises that a significant number of people yearn to achieve more, change job or increase their love of a subject but often life gets in the way. It aims to inspire them to engage with the brand, and apply in time for the October 2016 intake, or consider applying in the future. The content dramatises our tendency to procrastinate and encourages potential students to turn dreams of studying one day into action today.

The campaign, featuring dogs on skateboards, is running across paid, owned and earned social media, supported by email, and is driven by the insight that we spend 2 hours a day online. It aims to leverage existing channel behaviour and highlight that it only takes roughly 2 hours a day to study for a degree.

The creative was inspired by the many ways we all get sucked into the internet vortex and

uses disruption in a playful way that reminds people they can make better use of their time online.