Our campaigns have always been a key business priority. Every year, we run campaigns to boost brand awareness and offer prospective learners the opportunity to try our subscription product at a discounted price – and this year is no different. Keep reading to learn more about our campaign idea, and take a look at the creative and what we’re planning to do in the upcoming months.
What we’re doing
This year, we’ll be running a major campaign throughout September and October, offering 30% off Unlimited Annual. This will give prospective learners (and learners who may not have a current subscription) the opportunity to get year-long savings on an Unlimited Annual subscription. As well as focusing on driving Unlimited Annual subscriptions, the campaign will also target driving brand awareness to new career-focused audiences.
The campaign idea
We’ve crafted this year’s campaign around the idea that “Knowledge Wins”. Simply put, the concept relates to the idea that everyone has done something to get ahead in their job that has nothing to do with their job performance, when they could be spending that time acquiring useful knowledge and skills (via FutureLearn) that would mean they’d be better at their job – increasing their job satisfaction, performance and likelihood of succeeding in their role. In the end, knowledge wins.
Creative will bring this concept to life with witty takes on getting ahead in work and the silly yet relatable things people may do. The creative assets will juxtapose this with what they should have been doing, or rather learning, instead. Combined with an art direction that brings the digital world of work to life (through animated emails, web browsers and notifications), the creative feels realistic, relatable and inspiring, and with our signature colours, really pulls the campaign idea together. The new ads will go live on billboards, bus stops, tube stations across London, Manchester and other commuter cities in the UK – and of course, will be amplified across our digital channels.
To wrap up
We’re really excited to position FutureLearn as the go-to online learning platform and acquire new career-focused learners, and we believe that this campaign is a significant 1st step towards that vision.
Keep an eye out for these ads on your daily commute and on social media, and help spread the word that “Knowledge Wins” across your own social channels.