|Category||A03. Augmented Mobile Experience|
|Entrant||&SAMHOUD MEDIA Amsterdam, THE NETHERLANDS|
|Idea Creation||&SAMHOUD MEDIA Amsterdam, THE NETHERLANDS|
|Idea Creation 2||RANJ SERIOUS GAMES Rotterdam, THE NETHERLANDS|
|Media Placement||&SAMHOUD MEDIA Amsterdam, THE NETHERLANDS|
|Media Placement 2||RABOBANK NEDERLAND Utrecht, THE NETHERLANDS|
|PR||&SAMHOUD MEDIA Amsterdam, THE NETHERLANDS|
|PR 2||RABOBANK NEDERLAND Utrecht, THE NETHERLANDS|
|Production||RANJ SERIOUS GAMES Rotterdam, THE NETHERLANDS|
|Jip Samhoud||&samhoud media||CEO and founder|
|GAF van Baalen||&ranj Serious Games||Co-owner and Game Director|
|Diederick Huszár||&samhoud media||COO|
|Maarten Kolkman||Rabobank||Senior Manager Sales & Distribution Private Banking|
|Catelijn Schönfeld||Rabobank||Lead Marketeer Young Customers - Department Marketing|
The CampaignRabo PinPin is an AR allowance-app for children between 6-12 years old. The app teaches children how to manage money in a playful and safe way with a virtual penguin named PinPin. Children and parents can have PinPin, who is the guardian of the money, appear in their own surroundings in AR. Taking care of PinPin yields icicles: virtual money. With the icicles, children can buy things for PinPin, such as food and clothes, and get used to making digital, financial transactions. PinPin is linked to the real Rabobank bank account, so children can check their actual financial status and save money for a set savings goal. It is not possible to spend actual money in the game. Parents can keep track of their kids’ actual and in-app financial behavior and can interact with them.
Creative ExecutionIn the process of concepting and developing Rabo PinPin we worked closely together to create a state-of-the-art app that is available on a large range of devices. The concept was based on thorough research of the target audience: children with a Rabobank bank account in the age of 6-12 years old and their parents. On October 16th, Rabo PinPin was launched nationwide and for free. The entire target audience, the 80.000 children in the age between 6 and 12 years old with a Rabobank bank account, received a PinPin starters kit. This kit contained a PinPin piggy bank and the markers that triggered PinPin to come to life in AR. 90% of the local Rabobank offices participated in promoting Rabo PinPin through the ‘spaarweken’: a campaign aimed at educating children on the value of saving money.
Rabo PinPin was launched on October 16th, 2017. Since then, the app has been downloaded over 25.000 times. The download target was reached within ten days instead of the forecasted 75 days. In the category ‘Education’, the app has reached (and is still ranked) number 1. Moreover, the app has a current review score of 4.4. The marker that needs to be scanned in order to bring PinPin the penguin to life in augmented reality has been scanned over 500.000 times. Also, the fish popsicles that can be bought as one of the basic items in the app have been ‘sold’ over 150.000 times. More importantly; there already has been a significant increase in registered new Rabobank bank accounts for kids.
For Rabobank it is of great importance to engage customers at a young age. Joining Rabobank between the age of 0-12 increases odds of committing to the Rabobank for a lifetime by 52%. The young target group doesn’t own a debitcard, has received little societal financial education, has less contact with cash, and should be able to deal with money in a sensible way. This is why Rabobank initiated PinPin: an appealing AR pet that teaches children how to manage money in a gamified way. The primary target audience consists of children from 6 to 12 years old, and their parents, with a Rabobank bank account. Rabo PinPin offers parents a tool for financially educating their children. The secondary target audience consists of children that are notRabobank customers yet, and their parents. These children &ranjmight become a Rabobank customer after playing the game.
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