Each time a University of Oklahoma football game airs, the university receives the airtime for a single, thirty-second spot to promote the university. This spot airs during a commercial break during the game, and reaches the same national or regional audience as the broadcast. For a program as nationally renowned as OU, this constitutes a significantly large audience. Typically, OU football games receive some of the highest local, regional and even national ratings for the timeslot.
OU leadership sought to refresh the OU brand to a broad audience. Many university promotions in the past, both at OU and elsewhere, consisted of spots of lower production value, which lacked a narrative to draw the audience in and deliver university messages.Read Full Case Study
Saxum’s creative team established the unique claims of the university, such as OU’s leading enrollment of National Merit Scholars, and factored in all of the facilities and campus features on the university’s “must have” list. From this information, we developed a campaign of three spots, each telling a short story.
The project required ongoing communications with the university to ensure up-to-date accuracy of statistical claims.
Our objective was to convey as much information about OU and the scenery of OU’s campus as possible within a 30-second spot. We accomplished this by allowing the audience to see OU as the setting of a narrative. This creatively showed off more than a half dozen beloved campus landmarks. Voiceover written by our team and performed by President David Boren provided more promotional communications about the university.
The various spots in the campaign often aired during the top-rated program for the week in the state of Oklahoma, and one of the top-rated programs in the region and the nation for the timeslot. The spot also received significant airtime on OU’s new proprietary network and as a digital advertisement during some online sports broadcasts during the 2012-2013 sports year.
The “POV” spot received a 2013 Telly Award for creativity and production value.