Battle for the BoardroomThe Chartered Management Institute is the only chartered professional body in the UK dedicated to promoting the highest standards in management and leadership excellence. They have over 90,000 members and offer best practice management and leadership qualifications.
Client Objective:The CMI wanted to produce an online campaign that would raise awareness about their services amongst younger people, particularly undergraduates and early careers managers – an audience that they had previously found challenging to engage with.
Agency Activity:With our extensive experience in online gaming, we felt this was an excellent channel to use to hit the target demographic of young people in first management roles and those still in full time university education.
We developed a unique strategy game entitled Battle of the Boardroom in which players compete against an AI opponent. The objective is to wipe out the opponent’s employees in each city. To do this the player must take over as many buildings as possible in a level, including the opponent’s HQ, which will stop their teams regenerating.
A prize draw element was included in order for the CMI to request email addresses and build their database to whom they could share future marketing with. The game was deployed to sites in our global partner network with a predominant student and graduate age audience.
Results:Within 5 days of launch, the viral spread had extended across the globe and the game already had in excess of a quarter of a million plays, with the average player spending over 8 minutes playing the game. Adam Thompson, Marketing Manager said "Not only did the CMI brand immediately get seen by tens of thousands of prospective members, traffic to the website increased by 82% when compared like for like with the week before launch. We fully expect the viral game to be one of the most successful brand awareness campaigns the CMI has launched to date."
Still less than a year old, the game has now had well over 4 million plays improving awareness of the CMI exponentially.