Best Bank Integrated Ad Campaign

The challenge How can a bank make sure that their student customers don’t switch to another bank in a market that usually resorts to ‘buying’ customers through premiums such as mobile phones, inflatable furniture and numerous discount vouchers? Strategy Show the added-value of Rabobank’s Student Account by providing students with a real-life experience, allowing them to discover how to achieve complete control of their finances. Concept The PRACTICUM, an adventure in your bank account, transformed the student account into a gaming platform. By transferring one cent to Rabobank, students signed-up to take part. Account statements contained hidden clues and instructions for the adventure, which took place in social media and in the real world. Every assignment used one of the student accounts unique services, ensuring a hands-on experience. For two weeks, thousands of students battled for a place in the final. At Schiphol Airport in Amsterdam, two students demonstrated ultimate control and won a trip to Dubai. Besides, the PRACTICUM was not only engaging for the contestants themselves but generated compelling content that was used to reach the students who did not participate. Results The direct e-mailing scored an amazing click-through-rate of 15%, resulting in 3.340 students – 1.909 male and 1.431 female students – joining the PRACTICUM. The average age of the contestants was 20.8 years old, right in the middle of our 18-24 target. The special campaign page within Hyves, the leading social network in The Netherlands, attracted more than 20.000 unique visitors within two weeks time, without substantial media support. Apart from the direct results, many shared their experiences in social communities, personal blogs, and via Twitter.

Contributors:

Creative Director:	Bram de Rooij
Copywriter:	Floris van den Elshout
Art DIrector:	Joris Kang'eri
Designer:	Coen Beusmans
Account Director:	Martijn Harkema
Account Manager:	Robert Slot
Strategy:	Eric Ytsma
Web Production:	Dave Lenz, Bas Simons
Film Production:	Addikt

EURO RSCG 4D AMSTERDAM

Location: The Netherlands