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案例简介：背景 赢得 “为人才而战” 自2017年初以来，荷兰IT劳动力市场的短缺一直在增加。2017年结束时，50% 个IT空缺难以填补。金融服务业是填补IT空缺最困难的行业之一。荷兰银行 (ABN AMRO) 对数字和IT专业人员有特殊的招聘需求，因此他们必须将自己定位为劳动力市场紧张的潜在雇主。 在这个势不可挡的劳动力市场上，数字和IT专业人士如何将像荷兰银行这样的传统银行视为创新和具有挑战性的雇主？而且，我们如何在一年内从数字和IT专业人员那里生成不少于400份定性简历？ 描述创意 我们创建了 “锁定” 作为一款独特的游戏，将IT专业人士的兴趣与荷兰银行也参与的话题无缝连接起来。例如人工智能，信息安全，加密货币和区块链。锁定设置为2028年。玩家面临着防止这种品牌体验在全球范围内发生金融危机的挑战。 防止全球金融灾难的挑战 在2028，加密货币现在是唯一有效的货币，但由于一个臭名昭著的网络罪犯的黑客攻击，数百万人面临失去对他们钱包的访问的威胁。为了从金融灾难中拯救世界，玩家面临着解决与银行工作相关的主题问题的挑战，如信息安全和区块链。故事都围绕着帮助国际刑警找出黑客所在的玩家展开。挑战的难度由人们选择的道路决定。 描述策略 该策略基于两个见解: -数字和IT专业人士不会自然地将金融业视为潜在的雇主。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领域有着共同的兴趣。荷兰银行 (ABN AMRO) 激发了一种创新文化，银行通过这种文化为金融部门的创新做出了贡献。 -“技术精明” 的人喜欢游戏，挑战和难题。他们喜欢挑战自己，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，我们在目标受众的世界和荷兰银行之间架起了一座桥梁。我们在ABN AMRO也参与其中的主题中创建了具有挑战性的环境，以吸引目标受众，从而吸引了数字和it专业人员的想象力。 描述执行情况 世界一流的移动AR游戏 锁定是世界上第一个适用于iOS和Android的移动AR逃生室。通过高级游戏和逼真的场景，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财务主题。 相关内容，现实题材 为了制作故事情节和拼图机制，我们与ABN AMRO的数字专家以及sherlockd (世界上一些最好的逃生室背后的建筑师) 紧密合作。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专业人员将在银行从事区块链，信息安全，人工智能和加密货币等主题的挑战和工作流程。 TNW会议期间停电 锁定是在TNW会议上以一种非同寻常的方式启动的，TNW会议是欧洲最大的技术会议之一，具有游戏风格。在微软的演讲中，领先的技术雇主之一宣布了停电，游戏中的黑客通过大屏幕向观众展示了自己。 列出结果 在紧张的劳动力市场中，我们以非常规的方式将ABN AMRO定位为数字和IT专业人员的创新和挑战性雇主: -锁定已被下载超过13.500次 (目标被7.500)。 -封锁在六周内进行了90,000分钟。玩家深入探讨了有关区块链，信息安全，人工智能和加密货币的难题和挑战。 -因此，招聘网站的访问者数量异常多: 10.641名唯一访问者 (213% 高于目标)。 -在活动期间，荷兰银行 (ABN AMRO) 在IT部门收到了不少于1040份定性简历。这比2017年同期银行收到的简历数量多30%。 -同时，荷兰银行 (ABN AMRO) 在it专家方面拥有所有银行中最好的雇主形象。(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 “为人才而战” 自2017年初以来，荷兰IT劳动力市场的短缺一直在增加。2017年结束时，50% 个IT空缺难以填补。金融服务业是填补IT空缺最困难的行业之一。荷兰银行 (ABN AMRO) 对数字和IT专业人员有特殊的招聘需求，因此他们必须将自己定位为劳动力市场紧张的潜在雇主。 在这个势不可挡的劳动力市场上，数字和IT专业人士如何将像荷兰银行这样的传统银行视为创新和具有挑战性的雇主？而且，我们如何在一年内从数字和IT专业人员那里生成不少于400份定性简历？ 描述创意 我们创建了 “锁定” 作为一款独特的游戏，将IT专业人士的兴趣与荷兰银行也参与的话题无缝连接起来。例如人工智能，信息安全，加密货币和区块链。锁定设置为2028年。玩家面临着防止这种品牌体验在全球范围内发生金融危机的挑战。 防止全球金融灾难的挑战 在2028，加密货币现在是唯一有效的货币，但由于一个臭名昭著的网络罪犯的黑客攻击，数百万人面临失去对他们钱包的访问的威胁。为了从金融灾难中拯救世界，玩家面临着解决与银行工作相关的主题问题的挑战，如信息安全和区块链。故事都围绕着帮助国际刑警找出黑客所在的玩家展开。挑战的难度由人们选择的道路决定。 描述策略 该策略基于两个见解: -数字和IT专业人士不会自然地将金融业视为潜在的雇主。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领域有着共同的兴趣。荷兰银行 (ABN AMRO) 激发了一种创新文化，银行通过这种文化为金融部门的创新做出了贡献。 -“技术精明” 的人喜欢游戏，挑战和难题。他们喜欢挑战自己，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，我们在目标受众的世界和荷兰银行之间架起了一座桥梁。我们在ABN AMRO也参与其中的主题中创建了具有挑战性的环境，以吸引目标受众，从而吸引了数字和it专业人员的想象力。 描述执行情况 世界一流的移动AR游戏 锁定是世界上第一个适用于iOS和Android的移动AR逃生室。通过高级游戏和逼真的场景，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财务主题。 相关内容，现实题材 为了制作故事情节和拼图机制，我们与ABN AMRO的数字专家以及sherlockd (世界上一些最好的逃生室背后的建筑师) 紧密合作。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专业人员将在银行从事区块链，信息安全，人工智能和加密货币等主题的挑战和工作流程。 TNW会议期间停电 锁定是在TNW会议上以一种非同寻常的方式启动的，TNW会议是欧洲最大的技术会议之一，具有游戏风格。在微软的演讲中，领先的技术雇主之一宣布了停电，游戏中的黑客通过大屏幕向观众展示了自己。 列出结果 在紧张的劳动力市场中，我们以非常规的方式将ABN AMRO定位为数字和IT专业人员的创新和挑战性雇主: -锁定已被下载超过13.500次 (目标被7.500)。 -封锁在六周内进行了90,000分钟。玩家深入探讨了有关区块链，信息安全，人工智能和加密货币的难题和挑战。 -因此，招聘网站的访问者数量异常多: 10.641名唯一访问者 (213% 高于目标)。 -在活动期间，荷兰银行 (ABN AMRO) 在IT部门收到了不少于1040份定性简历。这比2017年同期银行收到的简历数量多30%。 -同时，荷兰银行 (ABN AMRO) 在it专家方面拥有所有银行中最好的雇主形象。(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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