BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER

Transcription

1 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER 248 players 2,400 Easter eggs given out on campus 13 fast-track interviews A doubling in the number of applications to live jobs in Technology Altogether, 35 candidates taken forward to assessment days for 12 available roles

2 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER WHAT S IT ALL ABOUT? In targeting technology students, the key objectives for BNP Paribas were: HERE S HOW IT WORKED Given the particular talent group, we agreed a very targeted and very BNP Paribas is a European bank and culturally very different from its talent competitors. Its focus is on attracting the best graduate talent possible but a key issue in particular is attracting students studying technology. A defined consistent message with a tone that reflects their culture A unified look and feel to the technology attraction collateral that would sit comfortably alongside their other early attraction materials From the very outset a core group of stakeholders was involved that included representatives from BNP Paribas Corporate Communications team, Graduate Recruitment team and our creative partner Tonic Agency. lean on-campus solution, in support of a far broader online attraction strategy, and members of the BNP Paribas Graduate Recruitment team went out onto these campuses to engage students and promote technology roles. Technology students are difficult to recruit for many reasons: demand outstrips supply and there is very active and very visible competition in the shape of a huge variety of businesses that these students could work for. To gain competitive advantage in the technology talent environment Success would be measured in both the quality and quantity of applications received and the successful appointment of credible candidates to all open positions. The group worked together closely to crystalize the objectives and goals, and to agree success criteria for the project. As part of the partnership Tonic Agency set up frequent and regular market intelligence sessions where they would present key developments within the industry and open up the possibility of The core of the online strategy revolved around an innovative technology competition called CodeHunter. It began with a challenge designed to play to the curious part of the developer personality, a challenge to uncover four Easter eggs on our graduate web pages. incorporating these points of interest into the strategy execution.

3 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER Easter eggs are hidden secrets, tucked beneath the bottom menu baseline of Having begun with a challenge designed More than 400 targeted s were away in many places on the internet, another page. And number four was to appeal to particular personality types, sent out to explain what CodeHunter put there by clever coders who make it hidden in the words find something we jumped it up a gear. It now became was all about and to promote the their mission to add a little extra sparkle that interests you on the search and a test of the technical ability we were competition. Plasma screens, posters to the work they do. apply page. looking for in potential candidates and and leaflets were also used and many Tonic Agency began by creating four virtual Easter eggs for us, each containing a hidden gem of code. Then they buried them away on our graduate The challenge was to uncover them, piece together the code and enter the solution on a competition page. Students spent hours poring over the was designed to act as a serious filter, leaving only the brightest of the bright still in the game. Player were given a scrambled image of these also integrated augmented reality content, highlighting some of the innovative ways BNP Paribas was developing and deploying technology. website. We hid one on the home page, pages of the website and everyone who and their challenge now was to decode CodeHunter was embraced by our target embedding an active link in the word made a correct code entry was give it using integer maths. If players audience both for the innovative way it Looking. Another was invisible, tucked access to the second stage of the managed to unscramble the image, appealed to their personality types and away in the white space of the title bar challenge. they had to provide a description of it for the way it tested their advanced on the Technology page. We got and, as is the case in pretty much every maths skills. sneakier with the third, hiding it maths test, they had to show the workings they had used. You can get a sense of that drama and excitement here:

4 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER Plasma screens, posters and leaflets were used to explain what CodeHunter was all about and to promote the competition.

5 Many of these also integrated augmented reality content, highlighting some of the innovative ways BNP Paribas was developing and deploying technology. BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER

6 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER More than 400 targeted s were sent out to explain what CodeHunter was all about and to promote the competition. STEP BY STEP BY STEP BY STEP FIND THE CODES CRACK THE CHALLENGE WIN AN INTERVIEW This is the countdown to the close of the CodeHunter, the competition with a truly unique prize: an interview for a place on one of the banking world s most innovative technology teams. POINT BY POINT BY POINT BY POINT Thanks for registering to play. To be in with a chance of claiming a prize you ll need to complete the challenge before Friday 28th March. This weekend could be your time. Remember, you can always apply directly for a role on our technology team at graduates.bnpparibas.com Good luck. FIND THE CODES CRACK THE CHALLENGE WIN AN INTERVIEW Thanks for registering to play Code Hunter. The hunt has begun and to be in with a chance of winning you need to complete the challenge before the competition closes on Friday 28th March. If you win, you win big: an interview for a place on one of the banking world s most innovative technology teams. Impress at interview and you can look forward to being a member of the team from the day you arrive, immersed in real challenges, in a technology role with real responsibility. Remember, you can always apply directly for a role on our technology team at graduates.bnpparibas.com Good luck.

7 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER Animated MPU Animated Skyscraper Animated Leaderboard

8 We buried our Easter eggs away in the nooks and crannies of the BNP Paribas graduate website and the hunt was on. BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER

9 We tucked one Easter egg away in the white space of the title bar on the Technology page. It was invisible until you moused over the area. BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER

10 Another was lurking beneath the bottom menu baseline of a different page. BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER

11 And we created a ghost link to hide another by using the words find something that interests you on the search and apply page. BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER

12 Once students had collected all four lines of code they entered them on a competition webpage and were then given access to the final stage of the competition. BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER

13 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER The challenge was to unscramble an image by using integer maths and it was designed to act as a serious filter, leaving only the brightest of the bright still in the game.

14 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER Image Unscrambled Final Picture Unscramble Challenge

15 BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER Watch the film here: Everyone who successfully completed the challenge won a guaranteed interview for a place on the BNP Paribas technology team. Plus the four most creative coders each won a fabulous Little Bits Arduino kit.