As a traditional financial services organisation, Lloyds Banking Group (LBG) has a long track record in graduate recruitment. But as banks face increasing competition among FinTech and digital businesses, it needed to reinvigorate how it engaged with tech talent, attracting graduates that might initially overlook a traditional financial employer by showcasing a variety of career paths.

Together with Experience Events, it came up with a futuristic physical installation to present on campus with an integrated digital platform, representing the LBG ‘motherboard’. This contained colleague stories and information on the group’s culture, all delivered by seven bespoke and curated artificial intelligence characters. Together they bring the ‘Imagine What’s Next’ concept to a digital world, using the latest tools such as InWorld APi, ChatGPT and DB Express. An Instagram teaser invited students to ‘forge their future’ and generated excitement for the experience. The aim is to create their own unique computer chip and become the architect of their own future. Once inside the experience (a converted trailer), they synchronise their phones to use as remote controls and guide them through it.

Students complete a range of personality quizzes and can engage with each of the characters, learning about LBG culture, the role of AI in the finance industry, and gaining personalised career recommendations. When their progress reaches 100%, they forge their own chip and receive a personal data map on email, aligning this with LBG values. The experience toured 23 campuses in the UK and reached thousands of students in-person, as well as a significant number at home. All participants said they would find the bank more appealing after taking part in the activation.