Dutch College League - The Invaders

Dutch College League

How do you increase the appeal of employment agency Young Capital among well-educated science and maths (beta) students?

Pitch:

After conducting target audience research, we discovered that highly selective League of Legends players were a good match for this YoungCapital target group. We also established that there was a strong desire among student eSports associations for a large-scale competition. This resulted in the Dutch College League, which became the first eSports tournament to be aired on Dutch TV. The games were aired live on Fox Sports and the winner represented the Netherlands during the League of Legends Worlds for amateurs in Jakarta.

Results:

The Dutch College League became YoungCapital’s biggest PR campaign since the company was launched.

2,800 beta student enrolled with YoungCapital as a result.

Favourable national media attention on TV:  NOS, RTL News and in the national newspapers De Volkskrant, NRC and FD.

Thinking about the Four Colour Theorem? Or is Goldbach’s conjecture more your thing? Let’s talk about the solutions to these — and how to reach your audience through gaming, over a cup of hot something…

"Successful game campaign ensures 2,800 new beta student enrollments for YoungCapital.”

- Het Financieel Dagblad (national financial daily newspaper)

Client

YoungCapital

Case

Dutch College League

Partner

Riot Games

Game

League of Legends

Other work.

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