Deutsche Bank's Asia Opps App

Deutsche Bank may be European, but their influence is global. In fact, they're one of the worlds largest investment banks with offices all over Asia. With some Asian markets growing at up to 9% a year, it's a great place to start your graduate career, and make a name for yourself in the banking industry.

After extensive research though, it became clear that this message was not filtering down to talented students in the UK, US and Australia. Many didn't know about the great opportunities available for agile minds in Asia, nor of Deutsche Bank's strong position in the Asian markets. This conclusion was backed up by the Universum report: Understanding and attracting Asian Students abroad. The report highlighted that 80% of Asian students in US & UK felt there wasn't enough information available on careers in Asia, meaning only 10% expected to return home to start their career. Many had not even heard of, or been approached by Asian business recruiters.

With limited information available on db.com/careers, and a 'no microsite' policy enforced by Deutsche brand, this situation was to be expected. So, in order to overcome this challenge DB approached CA3 and we put our thinking caps on.

We needed a solution that would allow Asia specific information to be marketed to students in one, easily accessible location. A way of engaging and educating them, and in some instances their parents, about the great opportunities in Asia. An innovative and creative approach that communicated with the iGeneration in a way they would embrace.

After an in-depth scoping and strategy meeting with the DB Asia opps team (based in Singapore), it because clear that an mobile app would provide the perfect solution to their challenge. This thinking was reinforced by research conducted by DigitalMedia IX which showed a huge increase in smart phone usage by students on campus, 92% of whom own an IOS or Android phone, 80% using it to interact with brands via apps and browsers.

Paramount to CA3 was creating the perfect team for this project using our associate network. Sarah Wardle was appointed as our lead project manager, her in-depth knowledge of Deutsche Bank being invaluable to us and DB throughout the project. Likewise the digital designer and copywriter had both worked with the DB brand before helping to make the process as simple and easy as possible. The app developers Gabriel and Robert (IOS and Android respectively) were the cherry on the cake, both with vast experience of working with some of the biggest, most demanding, commercial brands in the world - essential given the demanding timescales of the project.

With a very tight deadline work began immediately. Wireframes, flow maps and intuitive user interface design was closely followed by the designs, copy, imagery and videos. The app used Deutsche's 'Agile Minds' graduate marketing brand to underpin its design, and was developed to function like a news app - conveying key information in easily accessible ways. Interactive maps, myth busting quizzes and social media integration capped off the app, which went live last month.

The app has received great feedback internally within DB and externally from students in the UK and US, and for the first time brings together all the compelling information about DB in Asia into one easily accessible place.

Results

The app has had over 900 downloads since it went live in October, with over 85% of those on IOS (iPhone or iPad version) interestingly. The app has still to go live in Australia in the New Year when recruitment starts over there. DB have received over a thousand applications from the US and UK (applications now closed) for the available positions in Hong Kong and Singapore. Applications from key targeted universities have seen a huge increase on last years application numbers, with some US universities up by an astounding 90%! (Results last updated: March 2013)

We could wax lyrical about this project until we're blue in our face, but if you'd like to experience it for yourself simply search for 'DB Asia opps' within the Apple or Google app store.

The app subsequently picked up nominations at the SoMe Graduate Awards, the RAD and CIPDs awards which was a fantastic result for DB and CA3.