“Make your own way” university activation
Client
National Bank
Industry
Financial institution
Know-how
Events
Challenge
What you should know
As part of its student activation initiatives during back-to-school events and academic competitions, National Bank wanted to revamp its approach to encourage interactions between advisors and students, in order to identify interested potential clients.
Our challenge was to find a way for bank advisors (who aren’t specialists in experiential marketing) to naturally strike up a conversation with students in a highly competitive environment.
Solution
What we did
We designed an interactive game called “Make your own way.” To play, students placed a marble on the board and were asked to answer five questions about their lifestyle habits and aspirations.
The fun activity led participants to one of four financial profiles, which then served as the starting point for a personalized discussion with the advisor.
At the end of the experience, participants could scan a QR code to learn more about student offers and enter a contest.
The visually appealing structure was scalable and easy to use and deploy on campuses across Canada.
Result
What we accomplished
The popular activation successfully drew large crowds and extended the interaction time at the booth, while simplifying the role of the advisors on site.
By transforming a game into an interactive and strategic conversation tool, National Bank strengthened its brand positioning with students and improved the quality of exchanges, leading to more lead generation.
