We chose to put the students understanding of the Rabobank Student Account and its possibilities to the test. To do this, we came up with a high-intensity, no-holds-barred interactive experience that taught them complete control of their finances: The Rabobank Student Practicum.This was the first game in the world that turned your online bank account into a gaming platform. Students had to pay 1 cent to take part, thereby activating their account as a game-platform. Account statements contained hidden clues and instructions for the adventure, which took place in social media and in the real world, using traditional and non-traditional media channels to distribute additional information and clues.Every assignment unlocked exciting quests and puzzles that used the student account’s tools and services, firmly reaffirming Rabobank as a brand that understands today’s student and creating a hands-on experience of the full possibilities of the student account.

18.5% of all visitors to the site paid the required €0.01 to take part in the game, which was seen as an innovative way to learn about the possibilities of their account.

The Rabobank experienced a surge in traffic to the product-information sections of their student-site during this campaign, registering a 300% increase in page visits.