Deutsche Bank’s Employer Brand and Marketing Department tasked Firedog to create a graduate recruitment campaign to target students on campus around the UK. Even though a great number of students apply every year, the problem facing Deutsche Bank was how to target the ‘cream of the crop’. Firedog needed to create an engaging vehicle to create on-going dialogue and a relationship with students at key university campuses around the world.

The solution

After researching current trends in business and generation Y, Firedog created the concept of the Carbon Credit Challenge, formulating the overarching strategy, messaging and design and build of an online game and supporting marketing campaign.

The primary objective was to develop a game that students would play in order to stand a chance win a prize. We developed the concept, heavily researching carbon finance together with Deutsche Bank’s Carbon trading desk. Once the initial design concept had been developed, we began with content planning, wireframes and game modelling. We delivered all design, bespoke campaign imagery plus full copy and messaging for both the game and supporting marketing campaign. Firedog created an administrative area which provided fingertip control to the Deutsche Bank team, giving instant access to game and user statistics. It was then very simple for the team to track user activity and target their communications accordingly. Deutsche Bank has considerable green credentials and the Carbon Credit Challenge helps communicate this to a ethical student audience. The game also benefits students, who receive the opportunity to understand how the global carbon trading system actually works, whilst encouraging the most competitive and highly driven students to take part. We built the game using .NET and Flash technologies.

The results

The product was so successful it was rolled out nationally in the United Kingdom for two years running and also internationally in the Asia-Pacific and American regions.