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EM STRASBOURG : VIDEO CAMPUS TOUR

Challenge

How to build the image of a school internationally in order to attract foreign students? How to show the reality of the campus and its atmosphere? How to ensure that a campaign made for the international market can also be used in France? How to develop communications that appeals to young people?

Solutions

To meet all these needs, Noir sur Blanc made an original campus tour film highlighting EM Strasbourg's students, selected through a casting call on Facebook. The Agency wrote, directed and produced a Campus Tour film that allows prospective students to identify with current students as well as to picture themselves at the School. This fun communication tool provided an image of the campus that appealed to young people. The Agency asked the American company Steelcase to collaborate on this innovative film, which helped finance the film through sponsorship and product placement of the company’s NODE chair. The film, targeted to a French and international audience, was broadcast on social media networks in around the world, followed by the release of a making-of video. The Campus Tour was translated into Mandarin which was also distributed on Chinese social networks (Youku, Weibo, Sina blog NSB Beijing). The film was also sent to EM Strasbourg's partners and prospects as well as Steelcase’s. NSB also carried out a press and public relations campaign (press conferences in Beijing, Mumbai and Delhi). The communications campaign, including the videos, press and public relations and a strong presence on social networks, therefore lead to high-level exposure for the school and the NODE chair internationally.

Results

The School created a real "buzz" thanks to this video with more than 20,000 views in less than a week on YouTube. Isabelle Barthe, Director of EM Strasbourg, said: "The results of that year’s applications shows that the objectives were fulfilled beyond those envisaged." Indeed, the School recruited more foreign students that year, particularly Chinese. Steelcase sold more than 35,000 NODE chairs within 3 months of the film’s release, without any additional communication. Stéphane Lafarge, CEO of Steelcase France, said : "This was great coveragefor us in educational institutions. Itgave us credit, made us legitimate in our approach to higher education and opened up opportunities for networking. One of our directors was even stopped on the train by a student who had seen the film and recognized the Node backpack he was wearing!"   The film received several prizes at the American Telly Awards:

  • Silver Telly Award in the Use of Humour category
  • Silver Telly Award in the Furniture/Home Furnishings/Appliances category
  • Silver Telly Award in the Schools/Colleges/Universities category
  • Bronze Telly Award in the Campaign – Business-to-Consumer category

Services

Press relations, organisation of press conferences in Beijing, Mumbai and Delhi, social media campaign, production and directing of the Campus Tour film in English, Mandarin and production of a making-of video.

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The jobs done
  • Ecriture et scénarisation
  • Production et réalisation
  • Relation presse Chine
see more about this client

See a selection of our works

  • TUCK SCHOOL OF BUSINESS: EUROPEAN PR CAMPAIGN
  • HEC PARIS : CONFERENCE DE PRESSE, SHANGHAI 2010 AWARD
  • TRIUM GLOBAL EMBA
  • ICJ 2011

See a selection of our work

NEOMA: Post-merger press conference in China

Audencia Nantes School of Management: Press conferences announcing partnerships with Chinese institutions

IFA Paris Shanghai – PR & digital communications

UNIVERSITY OF VIRGINIA: OPENING OF THE SHANGAI OFFICE

ACADEMIC AWARD FOR MANAGEMENT RESEARCH

EM NORMANDIE: APPRENTICESHIPS

ESO SCHOOL OF OSTEOPATHY

COLLEGIUM DE LYON: VALORISATION OF RESEARCH

CAMPUS TOUR EDHEC

EM STRASBOURG : VIDEO CAMPUS TOUR

NEOMA BUSINESS SCHOOL

TUCK SCHOOL OF BUSINESS: EUROPEAN PR CAMPAIGN

CASS BUSINESS SCHOOL

TRIUM GLOBAL EMBA

HEC PARIS : CONFERENCE DE PRESSE, SHANGHAI 2010 AWARD

LUXEMBOURG: PRESS TRIP – 2012

ESCP EUROPE: PRESS TRIP IN BRUSSELS AND MADRID

Our references