PST&B
PST&B, more than 2,000 new enrolments from creative ads
The challenge: what PST&B set out to achieve
PST&B, Paris School of Technology & Business, is a hybrid tech and business school in Paris's 11th arrondissement. It offers programmes from vocational diplomas to master's level, in cybersecurity, data and AI, development, digital marketing and sales, with work-study possible from the third year of the bachelor's.
Its challenge: recruiting new students in a saturated market, where every school speaks to the same audience, at the same time, on the same social networks.
School ads almost all look alike: a campus filmed from a distance, a list of degrees, a call to apply. They are easy to recognise, and so easy to scroll past.
The task was to catch the attention of young people who scroll past hundreds of videos a day, and to highlight what truly sets the school apart: hands-on teaching, included certifications, time abroad and an intake open until October.
What we put in place
We built six vertical creative ads, each around a single selling point, delivered to camera by the school's own students.
Each video opens on an unexpected situation rather than on the school: a student tied up calling for help, a ticket to Barcelona waved mid-skydive above Paris, an AI predicting you will be “replaced”, an Instagram account handed to an AI for 24 hours, a student about to hack his own account.
The school then comes in as the answer: an intake open until October, a hybrid tech and business campus, the Learning Expedition to Barcelona, Power BI certification in data and AI, OSINT certification in cybersecurity, a professional certification in digital marketing and AI.
Each video was edited with two different hooks, letting the platforms pick the best opening: twelve versions in total, subtitled and designed to be watched without sound.
They all end with the same simple, direct call to action: tap around the video to discover the school.
The shoot was done with real students, on the 11th-arrondissement campus and beyond: a skydive above Paris for the Learning Expedition, the Fab Lab, the server room for cybersecurity.
The videos we produced
Click to turn on the soundWhat it delivered
The result: more than 2,000 new enrolments from the ad campaign.
The six angles cover the school's main programmes, data and AI, cybersecurity, digital marketing and AI, as well as its cross-cutting selling points: the campus, work-study, the late intake and the Learning Expedition.
Designed for the enrolment period, the videos all point to the same place, the school's website, with a strong argument: it isn't too late, the intake stays open until October.
The videos on this page are the versions with the first hook of each series. The Learning Expedition video, partly shot during a skydive, best illustrates the approach: an image nobody expects to see in a school ad.
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