The war for digital talents in Germany is real. All major companies are fighting for the top 5% of graduates. So how can BCG differentiate itself from the competition and get the top tech students to apply to a non-tech company? While still holding up the high selection standards and being famed for having one of the toughest application processes in the world?

Non-fungible Bruce – the most exclusive NFT series in the world. The idea: The first NFT you can't buy nor trade. You can only get it if you are top of the digital field and get selected for BCG's limited access recruiting event. This way, the NFT becomes a proof of applicants' excellence. Crowning the 80 best digital talents not only as participants but also awarding them one of 80 unique NFTs, featuring the head bust of BCG founder Bruce Henderson.

To let the target group know about the hottest NFT drop of 2022, we seeded an equally bold digital campaign that included influencers, film, and assets. But most of all: the call to action for digital high potentials to accept the challenge and apply.

Digital high potentials don't consider consulting as a career choice. But they are highly competitive. That's why Non-Fungible Bruce had to be the first NFT you can only get if you are at the top of your field. The challenge appealed to the competitive nature of the high-performing target group and used a new, cutting-edge medium like it has never been used before. With this approach, we generated more recruiting event applications than ever and got digital talents to apply to a company outside of big tech.

Each NFT featured a carefully sculpted 3D render of the head bust of BCG's founder, Bruce Henderson, that was individualized 80 times with premium bust structures and materials like gold, marble, or diamonds. To refine the craft, we added fun accessories like a captain's hat, headphones, or space glasses. And to connect the NFT visually with important topics of BCG like sustainability or innovation, we implemented high-end background patterns like a jungle or outer space. This design approach transformed each NFT into a unique art piece.

With a boldly designed and broadly played digital campaign, BCG drew the target group's attention to the hottest NFT drop in 2022. Using influencers, digital trade press, film, targeted ads, and stories in different channels like LinkedIn or Instagram. In the three weeks leading up to the application deadline, this generated more applications than ever before. The result: the most exclusive NFT series in the world makes the Boston Consulting Group a real player in Web 3.0 and got digital talents to apply to a company outside big tech.

At the event, the NFTs also unlocked real-life perks like complimentary drinks, illustrating the use of digital assets to enhance real-world experiences.

The result: the most exclusive NFT series in the world makes BCG a real player in Web 3.0 and redefines the brand perception in the target group. The digital campaign won the attention of high potentials across the country. Using owned media channels mainly, we found that posts with references to the NFT achieved +116% engagement compared to those without references to the NFT. In earned media, the Cost per Click was 7.05% lower than in previous campaigns. But most importantly: it generated more applications than ever before and brought Germany's 80 smartest minds to apply at BCG.