BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER€¦ · BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER » 248 players » 2,400 Easter eggs given out on campus » 13

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

BEST STUDENT MARKETING CAMPAIGN – BNP PARIBAS CODEHUNTER

WHAT’S IT ALL ABOUT?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.

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.

In targeting technology students, the

key objectives for BNP Paribas were:

» �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

» �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.

HERE’S HOW IT WORKEDFrom 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.

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

incorporating these points of interest

into the strategy execution.

Given the particular talent group,

we agreed a very targeted and very

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.

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.


‘Easter eggs’ are hidden secrets, tucked

away in many places on the internet,

put there by clever coders who make it

their mission to add a little extra sparkle

to the work they do.

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

website. We hid one on the home page,

embedding an active link in the word

‘Looking’. Another was invisible, tucked

away in the white space of the title bar

on the Technology page. We got

sneakier with the third, hiding it

beneath the bottom menu baseline of

another page. And number four was

hidden in the words ‘find something

that interests you’ on the search and

apply page.

The challenge was to uncover them,

piece together the code and enter the

solution on a competition page.

Students spent hours poring over the

pages of the website and everyone who

made a correct code entry was give

access to the second stage of the

challenge.

Having begun with a challenge designed

to appeal to particular personality types,

we jumped it up a gear. It now became

a test of the technical ability we were

looking for in potential candidates and

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

and their challenge now was to decode

it using integer maths. If players

managed to unscramble the image,

they had to provide a description of it

and, as is the case in pretty much every

maths test, they had to show the

workings they had used.

More than 400 targeted emails were

sent out to explain what CodeHunter

was all about and to promote the

competition. Plasma screens, posters

and leaflets were also used and many

of these also integrated augmented

reality content, highlighting some of

the innovative ways BNP Paribas was

developing and deploying technology.

CodeHunter was embraced by our target

audience both for the innovative way it

appealed to their personality types and

for the way it tested their advanced

maths skills.

You�can�get�a�sense�of�that�drama�and�excitement�here:�

http://youtu.be/2gFt8XoI9VQ


Plasma screens, posters and leaflets were

used to explain what CodeHunter was all

about and to promote the competition.


Many of these also integrated augmented reality content, highlighting some of the innovative ways BNP Paribas was developing and deploying technology.


More than 400 targeted emails were sent out to explain what CodeHunter was all about and to promote the competition.

POINT BY POINT BY POINT BY POINT

FIND THE CODESCRACK THE CHALLENGEWIN 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.

STEP BY STEP BY STEP BY STEP

FIND THE CODESCRACK THE CHALLENGEWIN 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.

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.


Animated MPU

Animated Leaderboard

Animated Skyscraper


We buried our Easter eggs away in the nooks and crannies of the BNP Paribas graduate website and the hunt was on.


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.


Another was lurking beneath the bottom menu baseline of a different page.


And we created a ghost link to hide another by using the words ‘find something that interests you’ on the search and apply page.


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.


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.


Image Unscrambled

Final Picture Unscramble Challenge


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.

Watch�the�film�here:

http://youtu.be/2gFt8XoI9VQ

Documents

BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER€¦ · BEST STUDENT MARKETING CAMPAIGN BNP PARIBAS CODEHUNTER » 248 players » 2,400 Easter eggs given out on campus » 13