Rabobank: RABOBANK STUDENT PRACTICUM

Credits & Description:

Category: Ambient: Stunts & Live Advertising

Advertiser: RABOBANK

Product/Service: STUDENT BANK ACCOUNT

Agency: EURO RSCG 4D AMSTERDAM

Creative Director: Bram De Rooij

Copywriter: Floris Van Den Elshout/Niels Arnbak

Art Director: Joris Kang'eri

Account Manager: Robert Slot

Account Supervisor: Martijn Harkema

Advertiser's Supervisor: Meike Korsten

Other Credits: Film Production: Addikt; Web Production: Dave Lenz/Bas Simons

Date of First Appearance: Nov 2 2009 12:00AM

Entrant Company: EURO RSCG 4D AMSTERDAM, THE NETHERLANDS



Description of Ambient execution

The Student Practicum is the first game in the world to turn your online bank account into a gaming platform.

To ensure that students aren’t lured to another bank by flashy offers, we decided to put their knowledge of the superior feature of the Rabobank Student Account to the test. We used a high-intensity, no-holds-barred interactive experience to teach them how to have complete control of their finances. Students’ bank account statements contained instructions and hidden clues about how to participate in this adventure that played out in social media and in the real world. Every assignment used one of the student account’s unique services, ensuring an intimate, hands-on experience.

The Rabobank Student Practicum included a number of live events and ambient devices during its campaign. These elements were closely linked to the challenges and served to further the game play and campaign experience. The Rabobank Student Practicum included the following:

1. Hidden Rabobank Student Practicum branded taxis throughout the Netherlands that could only be tracked via the web.
2. A stunt-plane was a highly visible mid-game reward for players that performed exceptionally well in the earlier phases.
3. Stickers were placed in strategic locations to give players a clue as to how close they were to each stage’s final objective.
4. A LED-billboard at Amsterdam airport that, at a specific moment, broadcasted the clue about how to solve the final challenge of the game.
5. The final event was a race through the airport to find an internet-connection and make a money transfer. Then participants had to race to the finish-line at Rabobank’s nearby office.