Franz&René shows the somewhat special school path of a freerider
Ein Studium inmitten der Berge führt zu speziellen Schulwegen. Dies zeigt Franz&René in einer neuen Digitalkampagne für die HES-SO Valais Wallis.
The geographical location of the HES-SO Valais Valais is unique and cannot be compared with any other university. Studying in the heart of the mountains is the basic idea for the new campaign of the HES-SO Valais Valais, created and implemented by the bilingual agency Franz&René in Bern.
To produce a viral spot, the agency commissions Laurent De Martin, a freerider from the Valais. In it, he shows a very unique way of mastering his way to school: he starts at the very top, on the mountain peak of Crans-Montana, rides down the mountain with daring stunts and arrives at the school's amphitheater with much fanfare.
The campaign is 100 percent designed for social media and will be implemented on Facebook, Instagram and YouTube. The first phase of the campaign focuses on the pure virality of the video. In the second phase, prizes can be won on a mini-site and the fields of study of the HES-SO Valais Valais are highlighted in a Facebook carousel. From April, new content will be visible on social media. At the same time as the campaign, the involvement allows an increased visibility through an active integration of a wide range of partners, sponsors and multipliers.
A first taste was already conveyed during filming. An 8-second video posted on social media by a marketing teacher at the HES-SO Valais Valais reached 80,000 views in no time.
Responsible at HES-SO: Xavier Bianco (Communication & Marketing Manager). Responsible at Franz&René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Cristina Mollard (Campaign Manager), Yoann Cosson (Conception, Text), Marco De Albuquerque (Junior AD). Athlete: Laurent De Martin. Film production: Jules Guarneri. Photography: Sébastien Staub. Music: "Home Cooked," Hurley Mower (Featherstones Music Ltd., TSYN Records). Web & Social Media: Mondays. Partner: Crans-Montana Tourisme, Movement - The freeski company, Dragon Alliance, Suisse Tourisme, Valais/Wallis Promotion, Remontées Mécaniques Crans-Montana Aminona.
