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案例简介：背景 赢得 “IT人才的战争” 自2017年初以来，荷兰IT劳动力市场的短缺一直在增加。2017年底，50% 的IT空缺难以填补。金融服务是填补IT空缺最困难的行业之一。荷兰银行对数字和IT专业人员有特定的招聘需求，因此他们必须将自己定位为劳动力市场紧张的潜在雇主。 像荷兰银行这样的被认为是传统银行，在这个压倒性的劳动力市场中，如何能被数字和IT专业人士视为创新和具有挑战性的雇主？我们如何才能在一年内从数字和IT专业人员那里生成不少于400个定性的CV？ 描述创意 我们创建了The Lockdown作为一款独特的游戏，将IT专业人士的兴趣与荷兰银行 (ABN AMRO) 也参与的话题无缝连接起来。如人工智能、信息安全、加密货币和区块链。封锁设定在2028年。在这种品牌体验中，玩家面临着防止全球金融崩溃的挑战。 挑战防范全球金融灾难 在2028中，加密货币现在是唯一有效的货币，但由于臭名昭著的网络罪犯的黑客攻击，数百万人面临无法访问钱包的威胁。为了将世界从金融灾难中拯救出来，玩家面临着与在银行工作相关的主题 (如信息安全和区块链) 解决问题的挑战。故事都围绕帮助国际刑警组织找出黑客所在的玩家展开。挑战的难易程度由人们选择的道路决定。 描述策略 该战略建立在两个见解上: -数字和IT专业人员并不自然地将金融行业视为潜在的雇主。但在没有意识到这一点的情况下，他们与荷兰银行在人工智能，信息安全，加密货币和区块链等方面与荷兰银行共享利益。荷兰银行激发了一种创新文化，该行通过这种创新文化促进了金融业的创新。 -“科技智慧” 的人喜欢游戏，挑战和谜题。他们喜欢挑战自我，喜欢测试自己的技能。 连接看似不同的世界 利用这两个见解，我们在目标观众和荷兰银行之间建立了一座桥梁。我们在荷兰银行 (ABN AMRO) 也参与的主题中创造了一个具有挑战性的背景，以吸引目标受众的方式，以吸引数字和it专业人员的想象力。 描述执行 一款世界级的手机AR游戏 Lockdown是世界上第一个适用于iOS和Android的移动AR逃生室。通过先进的游戏和现实的场景，锁定感觉就像一部惊悚片，你自己扮演主角。AR增强了吸引我们目标受众的视觉游戏语言。虽然这些内容也揭示了荷兰银行的金融主题。 相关内容、现实题材 对于故事情节和拼图机制的制作，我们与荷兰银行的数字专家以及Sherlocked (世界上一些最好的逃生室背后的建筑师) 密切合作。游戏中的18个挑战是与他们一起开发的。这些难题反映了数字和IT专业人员在银行面临的挑战和工作流程，如区块链，信息安全，人工智能和加密货币。 TNW会议期间的停电 锁定是在欧洲最大的技术会议之一TNW会议上以一种非同寻常的方式推出的，这是欧洲最大的技术会议之一。在微软 (Microsoft) 的演示文稿上的一份声明中，一场停电，游戏中的黑客通过大屏幕向观众展示了自己。 列出结果 在劳动力市场紧张的情况下，我们以非常规的方式将荷兰银行定位为创新且具有挑战性的数字化和IT专业人员雇主: -封锁已被下载超过13.500次 (目标为7.500)。 -6周内锁定超过9万分钟。玩家深入了解区块链，信息安全，人工智能和加密货币的困惑和挑战。 -因此，招聘网站的访问者人数异常高: 10.641名独特访问者 (比目标高213%)。 -活动期间，ABN AMRO在IT部门收到的质量简历不少于1040份。这比2017年同期银行收到的个人简历多了30%。 -同时，在it专家方面，荷兰银行拥有最好的雇主形象。(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 “IT人才的战争” 自2017年初以来，荷兰IT劳动力市场的短缺一直在增加。2017年底，50% 的IT空缺难以填补。金融服务是填补IT空缺最困难的行业之一。荷兰银行对数字和IT专业人员有特定的招聘需求，因此他们必须将自己定位为劳动力市场紧张的潜在雇主。 像荷兰银行这样的被认为是传统银行，在这个压倒性的劳动力市场中，如何能被数字和IT专业人士视为创新和具有挑战性的雇主？我们如何才能在一年内从数字和IT专业人员那里生成不少于400个定性的CV？ 描述创意 我们创建了The Lockdown作为一款独特的游戏，将IT专业人士的兴趣与荷兰银行 (ABN AMRO) 也参与的话题无缝连接起来。如人工智能、信息安全、加密货币和区块链。封锁设定在2028年。在这种品牌体验中，玩家面临着防止全球金融崩溃的挑战。 挑战防范全球金融灾难 在2028中，加密货币现在是唯一有效的货币，但由于臭名昭著的网络罪犯的黑客攻击，数百万人面临无法访问钱包的威胁。为了将世界从金融灾难中拯救出来，玩家面临着与在银行工作相关的主题 (如信息安全和区块链) 解决问题的挑战。故事都围绕帮助国际刑警组织找出黑客所在的玩家展开。挑战的难易程度由人们选择的道路决定。 描述策略 该战略建立在两个见解上: -数字和IT专业人员并不自然地将金融行业视为潜在的雇主。但在没有意识到这一点的情况下，他们与荷兰银行在人工智能，信息安全，加密货币和区块链等方面与荷兰银行共享利益。荷兰银行激发了一种创新文化，该行通过这种创新文化促进了金融业的创新。 -“科技智慧” 的人喜欢游戏，挑战和谜题。他们喜欢挑战自我，喜欢测试自己的技能。 连接看似不同的世界 利用这两个见解，我们在目标观众和荷兰银行之间建立了一座桥梁。我们在荷兰银行 (ABN AMRO) 也参与的主题中创造了一个具有挑战性的背景，以吸引目标受众的方式，以吸引数字和it专业人员的想象力。 描述执行 一款世界级的手机AR游戏 Lockdown是世界上第一个适用于iOS和Android的移动AR逃生室。通过先进的游戏和现实的场景，锁定感觉就像一部惊悚片，你自己扮演主角。AR增强了吸引我们目标受众的视觉游戏语言。虽然这些内容也揭示了荷兰银行的金融主题。 相关内容、现实题材 对于故事情节和拼图机制的制作，我们与荷兰银行的数字专家以及Sherlocked (世界上一些最好的逃生室背后的建筑师) 密切合作。游戏中的18个挑战是与他们一起开发的。这些难题反映了数字和IT专业人员在银行面临的挑战和工作流程，如区块链，信息安全，人工智能和加密货币。 TNW会议期间的停电 锁定是在欧洲最大的技术会议之一TNW会议上以一种非同寻常的方式推出的，这是欧洲最大的技术会议之一。在微软 (Microsoft) 的演示文稿上的一份声明中，一场停电，游戏中的黑客通过大屏幕向观众展示了自己。 列出结果 在劳动力市场紧张的情况下，我们以非常规的方式将荷兰银行定位为创新且具有挑战性的数字化和IT专业人员雇主: -封锁已被下载超过13.500次 (目标为7.500)。 -6周内锁定超过9万分钟。玩家深入了解区块链，信息安全，人工智能和加密货币的困惑和挑战。 -因此，招聘网站的访问者人数异常高: 10.641名独特访问者 (比目标高213%)。 -活动期间，ABN AMRO在IT部门收到的质量简历不少于1040份。这比2017年同期银行收到的个人简历多了30%。 -同时，在it专家方面，荷兰银行拥有最好的雇主形象。(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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