Instead of a regular recruitment campaign, ABN AMRO launched The Lockdown: a world class mobile AR game, that not only attracted the attention of a hard-to-reach target audience, but also managed to convince them to send their resumes.
Connecting seemingly different worlds
Digital and IT professionals don’t naturally consider the financial industry as a potential employer. However, without realizing it, they share interests with ABN AMRO bank in subjects such as artificial intelligence, info-security, cryptocurrency and blockchain.
Besides the shared interest we know our target audience likes to challenge themselves and test their skills. That is why we created an AR escape room with challenging puzzles on topics that ABN AMRO also engages with in order to involve the target audience, in such a way that it appeals to the imagination of digital and IT professionals.
Blackout during the TNW ConferenceThe Lockdown was launched at the TNW Conference. During the main stage announcement, there was a blackout and the hacker presented himself to the audience via large screens.
According to Dutch tech publisher Bright, The Lockdown "is like being in an episode of Black Mirror". The Next Web praised the game in their review: "it excites, thrills and surprises you with its advanced game-play". The Lockdown was played over 90,000 minutes within 6 weeks. Leading to a high number of visitors to the recruitment website: 10.641 unique visitors (213% above target). And no less than 1040 qualitative CVs were received by ABN AMRO in the IT department during the campaign period.
Prevent a global financial catastrophe
The Lockdown is a mobile AR escape room, set in 2028. Due to a hack by a notorious cyber criminal, millions of people are under threat of losing access to their money. To save the world from a financial catastrophe, players are challenged to solve problems within themes such as blockchain and help Interpol find out where the hacker is located.
Relevant content, realistic themes
The storyline and 18 puzzles were produced in collaboration with experts at ABN AMRO and Sherlocked (architects behind some of the best escape rooms in the world). The puzzles reflect topics that IT professionals will experience working at ABN AMRO: i.e. blockchain, infosecurity, artificial intelligence and cryptocurrency.
Blackout during the TNW Conference
The Lockdown was launched at the TNW Conference. During the main stage announcement, there was a blackout and the hacker presented himself to the audience via large screens.
Winning the war for ICT talent
Since 2017 the IT talent market is under great strain. Demand continues to increase while supply is static at best. At the end of 2017 in the Netherlands 50% of ICT vacancies were difficult to fill. The financial industry is considered as one of the least attractive sectors.
How can a perceived traditional bank like ABN AMRO be seen as an innovative and challenging employer by digital and IT professionals in this overwhelming labour market? And how can we also generate no less than 400 qualitative CV’s from digital and IT professionals within one year?
EXPERIENCE / BRONZE
A broad and well crafted experience, with high production values, utilizing new technologies to talk to a specific target group.