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案例简介:背景 赢得了 “战争的人才 自2017年初以来,不足荷兰IT劳动力市场不断增加.在2017年底,50% 的IT职位空缺数目难以填补.金融服务行业之一的最难填补IT职位空缺.荷兰银行 (ABN AMRO) 有一个具体的招聘需要数字和IT专业人员,他们将自己定位为未来的雇主在紧缩的劳动力市场. 如何感知传统银行像荷兰银行 (ABN AMRO) 被看作是一个创新和具有挑战性的雇主数字和IT专业人员在这一压倒一切劳动力市场吗?我们如何还生成不少于400定性CV从数字和IT专业人员在一年内? 描述了有创意的想法 我们创造了封锁作为一个独特的游戏,无缝连接的IT专业人员讨论的议题是荷兰银行 (ABN AMRO) 也与.如人工智能、信息安全,加密货币和区块链.锁定设置为2028年.玩家的挑战是要防止世界性的金融危机在这个全新的体验. 挑战来防止全球金融灾难 在2028中,加密货币是目前唯一有效的货币,但由于黑客臭名昭著的网络犯罪分子,数以百万计的人受到威胁的无法访问他们的钱包.拯救世界免于金融灾难,玩家的挑战是要解决问题与主题相关的在银行工作,如信息安全和区块链.故事都围绕着玩家帮助国际刑警查出黑客所在地.难度的挑战是确定路径的人选择. 描述的策略 该战略是建立在两个感悟: -数字和IT专业人员不自然地考虑金融业作为潜在的雇主.但却没有意识到这一点,他们有着相同的兴趣与荷兰银行 (ABN AMRO bank的科目,如人工智能、信息安全,加密货币和区块链.ABN AMRO刺激创新文化与银行有助于创新金融部门. -'Tech savvy' 人们喜欢的游戏,挑战和困惑.他们喜欢挑战自己,喜欢以测试他们的技能. 连接看似不同的世界 使用这两种见解我们之间架起一座桥梁的世界的目标受众和荷兰银行 (ABN AMRO).我们创建了一个具有挑战性的环境主题荷兰银行 (ABN AMRO) 也与为涉及目标受众,在这样一种方式,它让人浮想联翩的数字和it专业人员. 描述的执行 世界一流的移动AR游戏 封锁是有史以来第一个移动AR逃生室在世界上适用于iOS和Android.通过先进的游戏和逼真的场景锁定感觉就像一部惊悚片,你扮演带头作用.AR增强了视觉游戏语言吸引目标受众.而也揭示了光的财务报告,提供相关的主题在荷兰银行 (ABN AMRO). 相关内容,现实题材 用于生产的故事情节和拼图机制,我们密切合作,与数字专家在荷兰银行 (ABN AMRO) 和Sherlocked (建筑师背后的一些最好的逃生室在世界上).18在游戏中挑战一道,制订了他们.这些难题反映挑战和工作流程,这数字和IT专业人员将体验在银行工作的主题作为区块链,信息安全,人工智能和加密货币. 停电期间TNW大会 锁定发起了一个非凡的方式在TNW大会上,欧洲最大的技术会议,在游戏的风格.期间宣布微软介绍,作为世界知名的科技雇主,停电了,黑客从游戏中展示自己的受众通过大屏幕. 列出结果 在紧张的劳动力市场,位于荷兰银行 (ABN AMRO) 作为一种创新和具有挑战性的雇主数字和IT专业人员提供一种非常规的方式: -锁定已被下载超过13.500次 (目标7.500). -锁定播放超过90,000分钟后六个星期内.玩家深深潜入的谜题和挑战对区块链,信息安全,人工智能和加密货币. -有一个非常高的游客人数招聘网站的结果: 10.641个独特的访问者 (213% 以上目标). -不低于1040定性CVs收到荷兰银行 (ABN AMRO) 的IT部门在竞选期间.这是30% 以上的cv数量银行收到同期的2017年汇率历史记录. -同时,荷兰银行 (ABN AMRO) 具有最好的雇主形象的所有银行的it专家.(Banken.nl,31 januari 2019)
封锁
案例简介:Background Winning 'the war for IT talent' Since the beginning of 2017, the shortage on the Dutch IT labor market has been increasing. At the end of 2017, 50% of IT vacancies were difficult to fill. Financial services is one of the industries that has the most difficulty in filling IT vacancies. ABN AMRO has a specific recruitment need for digital and IT professionals, whereby they have to position themselves as a potential employer in a tight labour market. 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? Describe the creative idea We created The Lockdown as a unique game that seamlessly connects the interest of IT-professionals to topics that ABN AMRO also engages with. Such as artificial intelligence, info-security, cryptocurrency and blockchain. The Lockdown is set in 2028. Players are challenged to prevent a worldwide financial meltdown in this brand experience. Challenge to prevent a global financial catastrophe In 2028, Cryptocurrency is now the only valid currency, but due to a hack by a notorious cyber criminal, millions of people are under threat of losing access to their wallet. To save the world from a financial catastrophe, players are challenged to solve problems with themes relevant to working at the bank, such as information security and blockchain. The story all revolves around the player who helps Interpol find out where the hacker is located. The difficulty level of the challenges is determined by the path people choose. Describe the strategy The strategy is built on two insights: - Digital and IT professionals don’t naturally consider the financial industry as a potential employer. But without realizing it, they share interests with ABN AMRO bank in subjects such as artificial intelligence, info-security, cryptocurrency and blockchain. And ABN AMRO stimulates an innovation culture with which the bank contributes to innovation within the financial sector. - 'Tech savvy' people like games, challenges and puzzles. They like to challenge themselves and like to test their skills. Connecting seemingly different worlds Using these two insights we built a bridge between the world of the target audience and ABN AMRO. We create a challenging context in 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. Describe the execution A world class mobile AR game The Lockdown is the first-ever mobile AR escape room in the world for iOS and Android. Through advanced gameplay and realistic scenarios the Lockdown feels like a thriller where you play the leading part yourself. AR enhances the visual gaming language that attracts our target audience. While the content also sheds a light on the financial themes at ABN AMRO. Relevant content, realistic themes For the production of the storyline and the puzzle mechanism, we closely collaborated with digital experts at ABN AMRO and with Sherlocked (architects behind some of the best escape rooms in the world). The 18 challenges in the game were developed with them. These puzzles reflect the challenges and workflows that digital and IT professionals will experience at the bank working on themes as blockchain, info-security, artificial intelligence and cryptocurrency. Blackout during the TNW Conference The Lockdown was launched in an extraordinary way at the TNW Conference, one of Europe’s biggest technology conferences, in the style of the game. During an announcement at Microsoft’s presentation, one of the leading tech employers, there was a blackout and the hacker from the game presented himself to the audience via large screens. List the results In a strained labor market, we positioned ABN AMRO as an innovative and challenging employer for digital and IT professionals in an unconventional way: - The Lockdown has been downloaded more than 13.500 times (target was 7.500). - The Lockdown was played over 90,000 minutes within six weeks. Players took a deep dive in puzzles and challenges about blockchain, info-security, artificial intelligence and cryptocurrency. - There was an exceptionally high number of visitors to the recruitment website as a result: 10.641 unique visitors (213% above target). - No less than 1040 qualitative CVs were received by ABN AMRO in the IT department during the campaign period. This is 30% more than the number of CVs that the bank received in the same period in 2017. - Meanwhile, ABN AMRO has the best employer image of all banks when it comes to IT specialists. (Banken.nl, 31 januari 2019)
The Lockdown
案例简介:背景 赢得了 “战争的人才 自2017年初以来,不足荷兰IT劳动力市场不断增加.在2017年底,50% 的IT职位空缺数目难以填补.金融服务行业之一的最难填补IT职位空缺.荷兰银行 (ABN AMRO) 有一个具体的招聘需要数字和IT专业人员,他们将自己定位为未来的雇主在紧缩的劳动力市场. 如何感知传统银行像荷兰银行 (ABN AMRO) 被看作是一个创新和具有挑战性的雇主数字和IT专业人员在这一压倒一切劳动力市场吗?我们如何还生成不少于400定性CV从数字和IT专业人员在一年内? 描述了有创意的想法 我们创造了封锁作为一个独特的游戏,无缝连接的IT专业人员讨论的议题是荷兰银行 (ABN AMRO) 也与.如人工智能、信息安全,加密货币和区块链.锁定设置为2028年.玩家的挑战是要防止世界性的金融危机在这个全新的体验. 挑战来防止全球金融灾难 在2028中,加密货币是目前唯一有效的货币,但由于黑客臭名昭著的网络犯罪分子,数以百万计的人受到威胁的无法访问他们的钱包.拯救世界免于金融灾难,玩家的挑战是要解决问题与主题相关的在银行工作,如信息安全和区块链.故事都围绕着玩家帮助国际刑警查出黑客所在地.难度的挑战是确定路径的人选择. 描述的策略 该战略是建立在两个感悟: -数字和IT专业人员不自然地考虑金融业作为潜在的雇主.但却没有意识到这一点,他们有着相同的兴趣与荷兰银行 (ABN AMRO bank的科目,如人工智能、信息安全,加密货币和区块链.ABN AMRO刺激创新文化与银行有助于创新金融部门. -'Tech savvy' 人们喜欢的游戏,挑战和困惑.他们喜欢挑战自己,喜欢以测试他们的技能. 连接看似不同的世界 使用这两种见解我们之间架起一座桥梁的世界的目标受众和荷兰银行 (ABN AMRO).我们创建了一个具有挑战性的环境主题荷兰银行 (ABN AMRO) 也与为涉及目标受众,在这样一种方式,它让人浮想联翩的数字和it专业人员. 描述的执行 世界一流的移动AR游戏 封锁是有史以来第一个移动AR逃生室在世界上适用于iOS和Android.通过先进的游戏和逼真的场景锁定感觉就像一部惊悚片,你扮演带头作用.AR增强了视觉游戏语言吸引目标受众.而也揭示了光的财务报告,提供相关的主题在荷兰银行 (ABN AMRO). 相关内容,现实题材 用于生产的故事情节和拼图机制,我们密切合作,与数字专家在荷兰银行 (ABN AMRO) 和Sherlocked (建筑师背后的一些最好的逃生室在世界上).18在游戏中挑战一道,制订了他们.这些难题反映挑战和工作流程,这数字和IT专业人员将体验在银行工作的主题作为区块链,信息安全,人工智能和加密货币. 停电期间TNW大会 锁定发起了一个非凡的方式在TNW大会上,欧洲最大的技术会议,在游戏的风格.期间宣布微软介绍,作为世界知名的科技雇主,停电了,黑客从游戏中展示自己的受众通过大屏幕. 列出结果 在紧张的劳动力市场,位于荷兰银行 (ABN AMRO) 作为一种创新和具有挑战性的雇主数字和IT专业人员提供一种非常规的方式: -锁定已被下载超过13.500次 (目标7.500). -锁定播放超过90,000分钟后六个星期内.玩家深深潜入的谜题和挑战对区块链,信息安全,人工智能和加密货币. -有一个非常高的游客人数招聘网站的结果: 10.641个独特的访问者 (213% 以上目标). -不低于1040定性CVs收到荷兰银行 (ABN AMRO) 的IT部门在竞选期间.这是30% 以上的cv数量银行收到同期的2017年汇率历史记录. -同时,荷兰银行 (ABN AMRO) 具有最好的雇主形象的所有银行的it专家.(Banken.nl,31 januari 2019)
The Lockdown
案例简介:Background Winning 'the war for IT talent' Since the beginning of 2017, the shortage on the Dutch IT labor market has been increasing. At the end of 2017, 50% of IT vacancies were difficult to fill. Financial services is one of the industries that has the most difficulty in filling IT vacancies. ABN AMRO has a specific recruitment need for digital and IT professionals, whereby they have to position themselves as a potential employer in a tight labour market. 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? Describe the creative idea We created The Lockdown as a unique game that seamlessly connects the interest of IT-professionals to topics that ABN AMRO also engages with. Such as artificial intelligence, info-security, cryptocurrency and blockchain. The Lockdown is set in 2028. Players are challenged to prevent a worldwide financial meltdown in this brand experience. Challenge to prevent a global financial catastrophe In 2028, Cryptocurrency is now the only valid currency, but due to a hack by a notorious cyber criminal, millions of people are under threat of losing access to their wallet. To save the world from a financial catastrophe, players are challenged to solve problems with themes relevant to working at the bank, such as information security and blockchain. The story all revolves around the player who helps Interpol find out where the hacker is located. The difficulty level of the challenges is determined by the path people choose. Describe the strategy The strategy is built on two insights: - Digital and IT professionals don’t naturally consider the financial industry as a potential employer. But without realizing it, they share interests with ABN AMRO bank in subjects such as artificial intelligence, info-security, cryptocurrency and blockchain. And ABN AMRO stimulates an innovation culture with which the bank contributes to innovation within the financial sector. - 'Tech savvy' people like games, challenges and puzzles. They like to challenge themselves and like to test their skills. Connecting seemingly different worlds Using these two insights we built a bridge between the world of the target audience and ABN AMRO. We create a challenging context in 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. Describe the execution A world class mobile AR game The Lockdown is the first-ever mobile AR escape room in the world for iOS and Android. Through advanced gameplay and realistic scenarios the Lockdown feels like a thriller where you play the leading part yourself. AR enhances the visual gaming language that attracts our target audience. While the content also sheds a light on the financial themes at ABN AMRO. Relevant content, realistic themes For the production of the storyline and the puzzle mechanism, we closely collaborated with digital experts at ABN AMRO and with Sherlocked (architects behind some of the best escape rooms in the world). The 18 challenges in the game were developed with them. These puzzles reflect the challenges and workflows that digital and IT professionals will experience at the bank working on themes as blockchain, info-security, artificial intelligence and cryptocurrency. Blackout during the TNW Conference The Lockdown was launched in an extraordinary way at the TNW Conference, one of Europe’s biggest technology conferences, in the style of the game. During an announcement at Microsoft’s presentation, one of the leading tech employers, there was a blackout and the hacker from the game presented himself to the audience via large screens. List the results In a strained labor market, we positioned ABN AMRO as an innovative and challenging employer for digital and IT professionals in an unconventional way: - The Lockdown has been downloaded more than 13.500 times (target was 7.500). - The Lockdown was played over 90,000 minutes within six weeks. Players took a deep dive in puzzles and challenges about blockchain, info-security, artificial intelligence and cryptocurrency. - There was an exceptionally high number of visitors to the recruitment website as a result: 10.641 unique visitors (213% above target). - No less than 1040 qualitative CVs were received by ABN AMRO in the IT department during the campaign period. This is 30% more than the number of CVs that the bank received in the same period in 2017. - Meanwhile, ABN AMRO has the best employer image of all banks when it comes to IT specialists. (Banken.nl, 31 januari 2019)
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The Lockdown
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