Bancolombia, The Gaming Profile
The collaboration between softskills.games and Steam has led to the creation of a revolutionary platform that redefines how banks assess potential clients' creditworthiness. Traditionally, banks have relied on credit history to understand and measure a person's financial behavior. However, this approach often overlooks thousands of potential clients who haven't yet started their credit life due to a lack of previous banking products.
This innovative platform offers a unique solution by analyzing individuals' behavior while playing video games. It operates on the insight that people exhibit authentic and natural reactions during gameplay, revealing key personality traits such as decision-making, problem-solving, and resource management. These traits are crucial for determining whether to offer financial products.
By simply playing a game of their choice for 15 hours, users can be profiled in a non-intrusive way. The platform doesn't discriminate between experts or beginners in gaming; rather, it focuses on what their in-game behaviors indicate about their potential financial behaviors.
Risk analysts then create a comprehensive profile of each individual based on their gaming conduct, making informed decisions on approving the financial products they apply for. This partnership marks a significant shift in financial product provision, opening doors for many who have previously been excluded from traditional banking services.
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Agency Network: BBDO
Holding Company: Omnicom Group
Production Company: Macarena, Bogota
Advertiser Brand: Bancolombia, Bogota
Advertising Agency: Sancho BBDO, Bogota
Entrant Company: Sancho BBDO, Bogota
Media Agency: OMD, Bogota
Chief Creative Officer: Mario Lagos / Sancho BBDO
Managing Director: Andres Carvajal / Sancho BBDO
Vice President: Natalia Perez / Sancho BBDO
Planning Vice President: Juan Camilo Laverde / Sancho BBDO
Executive Creative Director: Andres Salamanca / Sancho BBDO
Executive Creative Director: Jorge Valencia / Sancho BBDO
Executive Creative Director: Hugo Corredor / Sancho BBDO
Executive Creative Director: Giovanni Martinez / Sancho BBDO
Creative Director: Camila Cabra / Sancho BBDO
Creative Director: Mario Betancourt / Sancho BBDO
Account Executive: Maryory Montañez / Sancho BBDO
Account Executive: Fermin Gonzales / Sancho BBDO
Executive Creative Director: Rodrigo Uribe / Sancho BBDO
Account Executive: Isabela Guiñan / Sancho BBDO
Vice President: Juan David Jaramillo / Sancho BBDO
Account Executive: Ana Carvajal / Sancho BBDO
Designer: Andrés Cáceres / Sancho BBDO
Copywriter: Maria Correal / Sancho BBDO
Creative Director: Juan Camilo Sanchez / Sancho BBDO
Director: Miguel Herrera / Macarena
Director: Julian Torres / Macarena
Composer: Jan Finck Barboza / Hooked Audio
Music Supervisor: Robin Überschuss / Hooked Audio
Composer: Hastings / Hastings
