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?
Our strategy was to 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.
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.
In the absence of my colleague copywriter Floris I helped his team mate Joris out with defining the name of the campaign, several game assignments and the final prize.