The campaign for Hes-so Valais Wallis strategically positions the institution as an educational environment uniquely integrated with its Alpine surroundings, emphasizing the distinctive lifestyle and opportunities available to students. By showcasing the dramatic and unconventional journey of a student—Laurent De Martin—traveling to school amidst the mountains, the campaign conveys a promise of a learning experience that is both inspiring and closely connected to nature. This narrative underscores the brand’s value proposition of offering more than academic education; it delivers an immersive, adventurous context that appeals to young individuals who are passionate about outdoor activities and seek a school experience aligned with their lifestyle aspirations.
The market strategy leverages the region’s natural landscape as a differentiator in a competitive education sector, targeting prospective students who value both quality education and an active, outdoor-oriented life. The creative approach employs storytelling through a viral video format to generate organic engagement, bypassing traditional media spend. By highlighting a real student's spectacular commute, the campaign taps into a strong emotional and experiential insight: students are drawn not only to what they learn but also to where and how they live during their studies. This angle effectively captures the attention of a niche audience inclined towards adventure and exploration, establishing Hes-so Valais Wallis as a compelling choice during the enrolment period. The campaign’s measurable success, with over 750,000 views in a country of 8 million and high social engagement without paid promotion, validates the relevance and resonance of this targeted, narrative-driven approach.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign employs a strong metaphor by showcasing an “original way to go to school,” highlighting a student’s journey through the dramatic Alps landscape as a symbol for the school’s elevated opportunities and unique environment. The title (“How to go to school in Valais, Switzerland”) and lines like “Pour atteindre les sommets, mieux vaut partir de haut. De très haut.” (“To reach the summits, better to start high. Very high.”) reinforce the symbolic linkage between the region’s literal altitude and the metaphorical heights a student can achieve. Using a notable local figure (Laurent De Martin) further emphasizes aspiration, but the celebrity is not the main device. There’s no explicit problem/solution structure, testimonial, or direct demonstration. Instead, exaggerated visuals of alpine journeys creatively convey the school’s distinct advantage and aspirational quality.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. École polytechnique fédérale de Lausanne (EPFL) – Positioned as Switzerland’s leading technical university, EPFL emphasizes cutting-edge research, innovation, and entrepreneurship in science and engineering, attracting students focused on high-tech and global career opportunities.
2. University of Geneva – Known for its strong international orientation and diverse academic offerings, the University of Geneva promotes a multicultural learning environment with strengths in law, international relations, and biomedical sciences.
3. University of Zurich – The largest university in Switzerland, it offers a broad range of disciplines with a strong emphasis on interdisciplinary research and practical application, appealing to students seeking comprehensive academic and professional development.
4. University of Basel – Switzerland’s oldest university, it combines tradition with innovation, focusing on life sciences, medical research, and humanities, attracting students interested in historical prestige alongside modern academic excellence.
5. HES-SO (Haute école spécialisée de Suisse occidentale) – As a federated network of applied sciences institutions including Valais, HES-SO focuses on practice-oriented education and close industry collaboration, targeting students prioritizing hands-on experience and regional economic integration.
Q: What is The way to school about?
A: The way to school is a 2017 digital campaign created by the agency Franz & René for Hes-so Valais Wallis, targeting the Swiss education market during the school enrolment period. The campaign centers on a visually striking video featuring local figure Laurent De Martin embarking on an unconventional journey to the school through the dramatic Alpine landscape of Valais. Designed to appeal to young people passionate about outdoor activities, the campaign leverages the region’s unique environment to position the institution as an inspiring and adventurous place to study. The video rapidly gained traction, amassing over 750,000 views without paid media investment.
Q: What creative device does The way to school use?
A: The way to school employs the creative technique classified as FORMAT#9 SYMBOLIZE THE BENEFIT in Clapboard’s 12-format taxonomy. This approach uses exaggerated visuals and strong metaphors to represent the school’s positive impact, with the student’s dramatic Alpine journey symbolizing the elevated opportunities and unique environment offered by Hes-so Valais Wallis. Rather than relying on testimonials or direct demonstrations, the campaign uses the region’s literal altitude as a metaphor for academic and personal achievement, reinforcing the brand’s aspirational message through compelling, symbolic storytelling.
Q: What is the campaign proposition for The way to school?
A: The campaign proposition for The way to school is to position Hes-so Valais Wallis as an educational institution uniquely integrated with its Alpine surroundings, offering students not just academic excellence but a lifestyle deeply connected to nature and adventure. By showcasing a real student’s spectacular commute through the mountains, the campaign targets prospective students who value both high-quality education and an active, outdoor-oriented life. This strategic narrative differentiates the school in a competitive sector, appealing to young people seeking a learning experience that aligns with their lifestyle aspirations and sense of exploration.
Q: How does The way to school rank in Clapboard's archive?
A: The way to school holds a Clapboard Campaign Score of 77/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Hes-so Valais Wallis's category?
A: In the Swiss education sector, Hes-so Valais Wallis competes with institutions such as École polytechnique fédérale de Lausanne, which is recognized for its leadership in technical innovation and research; the University of Geneva, known for its international focus and diverse academic strengths; the University of Zurich, which emphasizes interdisciplinary research and broad academic offerings; and the University of Basel, which combines historical prestige with strengths in life sciences and humanities. Additionally, HES-SO, the federated network to which Valais belongs, targets students seeking practice-oriented education and strong industry connections.
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