The 60-second television spot, produced as part of OU’s new ad campaign by Bloomfield Hills marketing firm Real Integrated, was judged and awarded in the local TV and cable category in education. Out of over 11,000 entries from the United States and 5 other countries, two winners were chosen per category.
The firm began working with OU’s marketing department last summer to develop the campaign, according to Angelina Boscarino, Senior Account Executive for Real Integrated. Collaboration with Bryan Cain, Oakland University Integrated Marketing Director, Lillian Lorenzi, Constituent Communications Director, and other members of the OU marketing department led to commercial-campaign “Reach Beyond the Ordinary.”
A day-long on-campus shoot in December featured “fog machines, bonfires, loud music and OU students’ diverse personalities” showed potential students that attending Oakland University gives them an educational opportunity that is anything but ordinary, according to Real Integrated’s website.
“The commercial and campaign epitomize how [OU] students utilize their potential, reaching beyond the ordinary to develop both academically and socially,” Boscarino said. “[The campaign] was a great collaborative effort between Real Integrated and Oakland University. We are really happy to receive this award.”
Cain said the campaign is beginning to “take [OU] into a direction of what students expect out of higher education.” The campaign brought positive feedback through social media as well as an increase in response rates through the marketing department.
“Having the Telly Award takes us to another level,” Cain said. “We are really proud of the campaign and how it portrayed the students and the university.”
The campaign will continue into the next year, according to Boscarino, and she said its focus on both academics and student life provides a versatile, yet consistent series that will “mold over time.”
“The campaign is particularly effective because it illustrates what is at the heart of the Oakland experience – namely exemplary academics and engaging student life activities that help cultivate the innovators and leaders of the next generation,” said Gary Russi, Oakland University president, in a news release on Oakland’s website.