Ontario colleges create viral ad campaign
Mysterious ads ask students to ‘Obay'
A viral advertising campaign that swept through Ontario a few weeks ago was not only raising questions, but eyebrows when its origin was revealed.
The ads, which featured a variety of slogans such as “My son started thinking for himself. OBAY put a stop to that,” for a non-existent drug was drawing attention through its campaign that used both billboard and public transit advertisements. But it wasn't just the controversial drug that made it such a hit, it was that no one was stepping forward to take responsibility for the ads.
The ads were featured on billboards and bus shelters at busy intersections across London, as well as advert previews before films at theatres.
It was that anonymity that led to people asking questions, additional media coverage through news channels and international media, all of whom were speculating as to its origins.
And the people behind the advertising campaign were none other than Colleges Ontario, the advocacy organization representing Ontario's 24 colleges.
“It's a campaign to raise awareness,” said Rob Savage, the director of communications with Colleges Ontario. “Raise awareness with students and parents about post-secondary options and some of the biases that surround college versus university.
“We just want people to look at what suits their interests and career goals, and sometimes they're better suited to a college education.”
But Savage stressed that the campaign was not trying to detract at all from the merits of a university education, it's only intention was to get people thinking and researching an alternative, but no less effective, educational institution.
“The campaign wasn't about not going to university,” continued Emily Marcoccia, Fanshawe's manager of communications. “It's really supporting overall post-secondary education- it was really challenging parents to think about all of the options and to consider college as an equal option to university and not a lesser one.
But the approach, which was borderline critical of parents had some people complaining that the advertisements were taking shots at parents who like to remain involved in their children's lives.
“The campaign was done in a teasing, tongue-in-cheek and somewhat controversial way,” said Marcoccia. “But that was intentional. Viral marketing campaigns that are boring don't usually have much, if any, response. It was intended to make people talk, and it created a buzz.”
“There is so much advertising out there,” said Savage. “We needed to get through the clutter, so it needed to be noticed.”
Beyond just attracting attention, the campaign was also designed to help increase the number of college applicants next year, and more importantly according to Savage, in the upcoming years.
“There is a real need to attract more people to the college environment,” he explained. “With all the upcoming retirements we're looking as a skills shortage, and we're not producing enough college grads for the years ahead, so it's really important that people realize that this is an option when it comes to education.”
The campaign is ongoing, though the advertisements have since been replaced by ones with the slogans “Your kids should be allowed to make their own decisions, especially when it comes to their post-secondary education.”
A viral advertising campaign that swept through Ontario a few weeks ago was not only raising questions, but eyebrows when its origin was revealed.
The ads, which featured a variety of slogans such as “My son started thinking for himself. OBAY put a stop to that,” for a non-existent drug was drawing attention through its campaign that used both billboard and public transit advertisements. But it wasn't just the controversial drug that made it such a hit, it was that no one was stepping forward to take responsibility for the ads.
The ads were featured on billboards and bus shelters at busy intersections across London, as well as advert previews before films at theatres.
It was that anonymity that led to people asking questions, additional media coverage through news channels and international media, all of whom were speculating as to its origins.
And the people behind the advertising campaign were none other than Colleges Ontario, the advocacy organization representing Ontario's 24 colleges.
“It's a campaign to raise awareness,” said Rob Savage, the director of communications with Colleges Ontario. “Raise awareness with students and parents about post-secondary options and some of the biases that surround college versus university.
“We just want people to look at what suits their interests and career goals, and sometimes they're better suited to a college education.”
But Savage stressed that the campaign was not trying to detract at all from the merits of a university education, it's only intention was to get people thinking and researching an alternative, but no less effective, educational institution.
“The campaign wasn't about not going to university,” continued Emily Marcoccia, Fanshawe's manager of communications. “It's really supporting overall post-secondary education- it was really challenging parents to think about all of the options and to consider college as an equal option to university and not a lesser one.
But the approach, which was borderline critical of parents had some people complaining that the advertisements were taking shots at parents who like to remain involved in their children's lives.
“The campaign was done in a teasing, tongue-in-cheek and somewhat controversial way,” said Marcoccia. “But that was intentional. Viral marketing campaigns that are boring don't usually have much, if any, response. It was intended to make people talk, and it created a buzz.”
“There is so much advertising out there,” said Savage. “We needed to get through the clutter, so it needed to be noticed.”
Beyond just attracting attention, the campaign was also designed to help increase the number of college applicants next year, and more importantly according to Savage, in the upcoming years.
“There is a real need to attract more people to the college environment,” he explained. “With all the upcoming retirements we're looking as a skills shortage, and we're not producing enough college grads for the years ahead, so it's really important that people realize that this is an option when it comes to education.”
The campaign is ongoing, though the advertisements have since been replaced by ones with the slogans “Your kids should be allowed to make their own decisions, especially when it comes to their post-secondary education.”
