STUDENT PRACTICUM by Euro Rscg 4d Amsterdam for Rabobank

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STUDENT PRACTICUM

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Industry Banking, Banking & Financial Services
Media Promo & PR, Case study
Market Netherlands
Agency Euro Rscg 4d Amsterdam
Creative Director Bram De Rooij
Art Director Joris Kang'eri
Copywriter Floris Van Den Elshout, Niels Arnback
Designer Coen Beusmans
Released November 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: RABOBANK NETHERLANDS
Product/Service: STUDENT BANK ACCOUNT
Agency: EURO RSCG 4D AMSTERDAM
Date of First Appearance: Nov 2 2009 12:00AM
Entrant Company: EURO RSCG 4D AMSTERDAM, THE NETHERLANDS
Creative Director: Bram de Rooij (Euro RSCG 4D)
Art Director: Joris Kang'eri (Euro RSCG 4D)
Copywriter: Floris van den Elshout (Euro RSCG 4D)
Copywriter: Niels Arnback (Euro RSCG 4D)
Designer: Coen Beusmans (Euro RSCG 4D)
Account Director: Martijn Harkema (Euro RSCG 4D)
Account Manager: Robert Slot (Euro RSCG 4D)
Strategy: Eric Ytsma (Euro RSCG 4D)
Film Production: (Addikt)
Web Production: Dave Lenz
Web Production: Bas Simons
Media placement: Website - N/A - 2 November 2009
Media placement: Online Bank Account - N/A - 2 November 2009
Media placement: Hyves (Dutch Social Network) - Www.hyves.nl - 2 November 2009
Media placement: Twitter - N/A - 2 November 2009
Media placement: Bank Posters - N/A - 2 November 2009
Media placement: Email - N/A - 2 November 2009
Media placement: Branded Airplane - N/A - 9 November 2009
Media placement: Branded Taxi - N/A - 9 November 2009
Media placement: Video Billboard - Schiphol Airport Amsterdam - 19 November 2009
Media placement: Guerilla Stickers - N/A - 19 November 2009

Results and Effectiveness
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.

Creative 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.

Insights, Strategy & the Idea
Rabobank has one of the most developed student accounts in the Netherlands, offering a full suite of services to support the student lifestyle. Research showed that existing student clients (18-24) mistakenly felt the Rabobank was neglecting their need for financial independence by not providing them with the tools and services that would help them realise this. We were tasked with creating a campaign that would convince students that they were actually using a product that actually empowered them, contrary to their belief. Since the lack of awareness of the possibilities was the key obstacle here, we chose to let the students discover the diversity and usefulness of the tools available to them in an innovative way. This would educate the target group, whilst helping the company retain market share and improve perception of the brand amongst current customers.