We engaged 1.800 bankers in an online game
Novocortex was hired by the Dutch Rabobank to launch its new product proposition - Financial Logistics - to local bank offices. The main challenge was to win attention of bank employees who receive hundreds of e-mails and just don't have time to read lengthy newsletters (and who does?).
We decided to launch Financial Logistics with the help of a casual game (i.e. a simple online game that can be played in 2-5 minutes). We wanted to take bankers by surprise and let them learn about the new product by playing. In other words, we didn't want to interrupt (as many internal communication campaigns do), we wanted to interact.
Our campaign started with teasers on the intranet, telling "It's 31ºC in Egypt!" and "Solve the mystery of pyramids on 16 October". The pyramid is a symbol of the Financial Logistics proposition, with transaction services at the bottom and risk advisory at the top. On 16 October, 850 bank employees got an e-mail with "It's 31ºC in Egypt!" in the subject field, and a hyperlink to the FL game. They could win a trip to Egypt, the origin of all pyramids. We were not sure if bankers would play a game. But within an hour, the game was played 459 times.
In total, the game was played 3.635 times within 2,5 weeks by about 1.800 employees. The response rate of our e-mail was 213% - 1.817 players divided by 850 e-mails. The FL game achieved an unexpected viral effect - people liked the game and invited their colleagues to play. The highest number of registered game attempts by one player was 32. And the winning score was 29 seconds. That's extremely fast, try to finish the game within one minute.
The best rewards for us were e-mails of the players: "It took me half an hour but I managed to finish the game within 60 seconds!", "You introduced a new addiction", "My colleague was happy that he could play the game at the office and at home, but he couldn't beat my score of 58 seconds!"
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