Gamification @ SIBOS

LIVE | BNP Paribas

BNP Paribas engage audiences with digital story.

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, 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.’

BNP’s mission is to contribute to a responsible and sustainable economy by advising clients according to the highest ethical standards. This message was all-important to their presence at SIBOS with a particular focus on their partner, Kenyan based charity Ocean Sole. During an event which sees over 11,500 delegates network with 300 financial companies, BNP Paribas wanted a way to engage with their visitors that 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. 

The Brief

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 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 the gamification with key animal characters from the Ocean Sole story. This provided a ‘bridge’ from the global actions of BNP Paribas CSR to a tangible solution that a wider community could #bepartofthechange; the moto for the adjacent social media campaign.

The Solution

By playing on human traits and activating a sense of social competitiveness, the Ocean Sole Game engaged multiple visitors to interact. The 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. 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 Results

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.