Houthoff Buruma Promo, Case study THE GAME by Houthoff Buruma, Ranj Serious Games

THE GAME

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Industry Recruiting
Media Promo & PR, Case study
Market Netherlands
Agency Houthoff Buruma
Art Director Marcus Vlaar
Agency Ranj Serious Games
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: HOUTHOFF BURUMA
Product/Service: SERIOUS GAME - RECRUITMENT CAMPAIGN
Agency: HOUTHOFF BURUMA
Agency: RANJ SERIOUS GAMES
Date of First Appearance: May 26 2010
Entrant Company: HOUTHOFF BURUMA, Amsterdam, THE NETHERLANDS
Entry URL: http://www.youtube.com/user/houthoffburuma#p/u/2/3h95AdBlvOM
Creative Concept: Jaap Bosman (Houthoff Buruma)
Art Director: Marcus Vlaar (Ranj Serious Games)
3D, Video & Composing: Basiel Jaspers (Ranj Serious Games)
Interaction Design: Bruno Jordaan (Ranj Serious Games)
Story line & Content: Lisa Hakanson (Houthoff Buruma)
Music Composing: Roman Schoensee (Ranj Serious Games)
Story line: Moniek Mulder (Houthoff Buruma)
Project Manager: Albert-Jan Pomper (Ranj Serious Games)
Media placement: Internet Campaign - 3 Trailers - YouTube - 26 May 2010
Media placement: Serious Game - Dedicated Game Computers - 26 May 2010
Media placement: DVD - 3 Trailers - Hand-Out - 26 May 2010

Insights, Strategy & the Idea
‘Houthoff Buruma The Game’ is an interactive multimedia serious game developed specifically for Houthoff Buruma’s recruitment of law graduates. It is a recruitment tool as well as a recruitment campaign.

There are but a few really talented legal students graduating each year in the Netherlands and the competition for these are fierce. At the same the limit has been reached of what you can communicate with traditional printed media.

There is an increasing gap between university life and the reality of working at a top-tier law firm. A recruit has to be creative, solution-driven, immune to stress, worldly-wise and have excellent people skills. A serious game is an ideal tool to find these capacities. In return The Game will give the student a firsthand realistic experience of what working at Houthoff Buruma is like. The Game, first of its kind, works as the ultimate 'advert' for the target group.

Creative Execution
The Game premiered at the World Expo 2010 in Shanghai where it was chosen to represent ‘state-of-the-art’ in serious gaming, which gave rise to much free publicity. Shortly thereafter three trailers were released via YouTube as well as spreading DVDs amongst various student associations to tease the target group. Soon Houthoff Buruma recruiters started getting contacted by students who wanted to play The Game. They had heard a rumor that only the best get to play and wanted to be able to tell their friends they had been picked. Word-of–mouth method had worked. In reality every student visiting Houthoff Buruma will play. Twitter, Facebook and YouTube films showing short interviews with the players continuously support the buzz around The Game. The Game can only be played in Houthoff Buruma offices on dedicated computers providing Houthoff Buruma the opportunity to observe the players.

Results and Effectiveness
Being a business sector first and the first serious game of such complexity and multimedia use gave rise to much free publicity. There is no law graduate that has not heard of The Game and is anxious to play it. 800 students have played so far. The match between the firm and recruit is vital as Houthoff spends great resources on young talent. The Game has significantly reduced the number of mismatches. Emulating thought leadership, top quality and out of the box thinking The Game has achieved in targeted advertisement for Houthoff what a printed advert campaign could never attain.