BBJ&K and Open Study College began working together in 2021 when OSC wanted to run their first large, integrated above the line media campaign. OSC wanted to build their brand awareness across a wide range of audiences and demographics to bring their brand name to front of mind when considering distance learning. In addition, we also needed to demonstrate that Above the Line media was an effective route to driving results.

We created a campaign which targeted one area of the UK running Above the Line in conjunction with digital channels in comparison to a digital only campaign in another area. The above the line media included the likes of Out of Home, Print and VOD to create a multi-touchpoint awareness focused campaign which would ultimately increase consideration of Open Study College as a distance learning provider.

The campaign was tracked via Google Analytics, comparing our target area to our comparison area. When reviewing this data, there was evidence of strong uplift in site traffic and goals set in our target area. In addition, analytics showed that whilst our comparison area did see uplift, it wasn’t as high as in our target area where both ATL and digital were present and working in collaboration, evidencing the strong impacts of Above the Line.