The Masterplan - Deloitte

Can esports & gaming be used as a recruitment strategy to connect with an unreachable technical target audience? Yes, that’s possible!

The Challenge

As a corporate brand, how do you connect with a hard-to-find and critical target audience? An audience you desperately need: the Beta-students (Science, Technology, Engineering & Mathematics). Deloitte approached Sports Cloud with this challenge, and as an solution, we developed a campaign with Deloitte in which the words & "journey", "experience" and, of course, "gaming" had to be highlighted.

The campaign

We developed "The Masterplan", a new digital world where engineering students could get their gaming hearts pumping and test themselves in knowledge, insight and agility. In an "open world" developed especially for this campaign, students walked around with their chosen avatar where they then had to successfully complete 3 games. Games that were carefully tailored to the interests of this target group. As many as 2,370 young participants completed the challenge. An added incentive offered, was that professional gaming gear was at stake for each level.

From all students who had successfully completed the three games, four finalists emerged. They were given two weeks to put together their best team for the grand final in Rotterdam, The Netherlands. In a customised venue, they competed against each other in a high-end gaming tournament. An experience for most, like no other, which will never be forgotten. The teams fought it out for all they were worth, but in the end only one can be the best. The winning team not only took home the trophy and the honor, but also secured a trip to London...The birthplace of Deloitte.

Campaign results

1,674,593

Total reach

4m 36s

average time spend on platform

2,370

new leads

Top of Mind awareness

1 in 3 sees Deloitte as a new employer

Unique approach

The Masterplan is a total mix of different digital marketing elements that interact perfectly. Two goals were clear:

Create the most extraordinary game

We created a new digital world where engineering students were challenged on their knowledge, insight and agility. In an "open world" developed especially for this campaign, students could walk around with their avatars where they had to complete various challenges in order to participate in the finals.

Achieve the highest possible

2.370 high-quality leads were delivered to Deloitte. This while a 'war-of-talent' is going on and technical students in particular, are flooded with organisations that approach them in a traditional and labor-intensive way.

To deliver this, we developed the following:

^{12 personalised launch videos. This resulted in} ^{302,028 video views}^{within the target audience group.}
^{An attractive platform that kept participants engaged for minutes, an average of} ^{4 min and 36 sec!}
^{Qualitative first party data}^{was generated by Deloitte, like intended graduation year and specific course enrolment.}
^{8 personalised e-mail automations}^{with a great open rate and many interactions.}
^{27 different conversion campaigns}^{on social media among e.g. look-a-like target groups with short animations and gameplay. Resulting in a} ^{Cost Per Registration of €7.17 (benchmark recruitment: €16.03)}
^{A high-end gaming event to give finalists the day of their lives. Participants rated this physical} ^{experience as an 8/10.}
^{The Masterplan: A sustainable brand that can be used permanently to connect students and potential employees to Deloitte in a unique way.} ^{90% of participants said they would recommend it to friends.}

Summary

In the end, Deloitte was able to ‘connect’ and engage with its target audience, in an innovative way that reflected Deloitte's values.
This while a 'war-of-talent' is going on and technical students in particular, are flooded with organisations that approach them in a traditional and labor-intensive way.
The outcome is more brand preference within the target group and its own first party database full of (leads) potential employees.

Want to know more

Do you want more information about this Deloitte case, creative activations and enrichment of your database? Feel free to contact Sion de Jong.

Sion de Jong

Director Business & Strategy

siondejong@sportscloudaustralia.com

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