Cannes Lions

STUDENT BANK ACCOUNT

EURO RSCG 4D AMSTERDAM, Amsterdam / RABOBANK / 2010

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

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.

Outcome

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.

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