Gaming for a Good Cause
BNP Paribas SIBOS 2017 Metro Torronto Convention Centre, Canada
Gamification for the Greater Good
SIBOS is the world’s premier financial services event, a mixture of conferencing, exhibitions and networking that travels around the globe every year to key locations. As the premier business forum for the global financial community to debate within, it was important for BNP Paribas, the world’s eight largest bank, had a suitable platform to express their values as ‘the bank for a changing world’ and their purpose to always consider social and environmental impact.
BNP’s mission is to contribute to responsible and sustainable economy by financing and advising clients according to the highest ethical standards. This message was all-important to their presence at SIBOS with a particular focus on the Kenyan based charity Ocean Sole who they have always worked closely with. During an event which sees over 11,500 delegates network with over 300 financial companies, BNP Paribas wanted a way to engage with their visitors that was unique and stood out from the normal methods of engagement. With Ocean Sole’s work at the forefront, BNP Paribas wanted an interactive technology to educate, engage and excite potential customers in an immersive way.
2Heads have been engaged by BNP Paribas for over 6 years to build on the success of past CSR (Corporate Sustainable Responsibility) social campaigns and experiences. With an increased appetite for digital interaction for this SIBOS event, 2Heads led weekly collaboration workshops with BNP Paribas’s internal marketing team to identify a clear strategy to; showcase, inform and create a community for actioning change around sustainability.
The gamified solution was built around Ocean Sole’s mission to turn flip-flop ocean pollution into art. We developed the storyboards and built and tested the gamification with key animal characters to drive a narrative engagement between the players and the Ocean Sole story. The Ocean Sole story provided a ‘bridge’ from the global actions of BNP Paribas CSR social policies to a tangible solution that a wider community could #bepartofthechange in a feel-good way; fuelling the adjacent social media campaign.
Ocean Sole provides education and jobs alongside a sustainable solution for our oceans; Over 3 Billion people in the hot emerging markets can only afford a ‘flip-flop’. Over 2 Billion flip-flops are discarded per year into urban dumpsites that make it into waterways destroying clean water, sewage, farmland and ultimately the ocean. By playing on human traits and activating a sense of social competitiveness, 2Heads created a storyboarded digital solution that could engage multiple visitors by way of a massively scaled up interactive game.
The 2Heads-created game posed a problem and asked the visitor to find the solution through play. By playing, the visitor was invited to action the same change empowered by BNP Paribas’s. The SIBOS and the financial services community were drawn in to see who could ‘be the best’ in clearing up the ocean which created a ripple effect around the event and on social media channels via the #beapartofthechange campaign.
The Ocean Sole game was extremely well received with the additional business outcome of 200 new delegate contacts gathered for BNP Paribas through the built-in database. Crucially, the digital experience dovetailed with their physical presence and drove an increase in sales pipeline and the creation of a meaningful brand experience that aligned with BNP Paribas’s corporate responsibility mission.