Context
Ocapiat wanted to promote careers in agriculture, agri-food, and fishing to young people by dispelling preconceived notions. The goal was to make these careers attractive and accessible through a modern and engaging format.
To address this challenge, we designed an interactive campaign in collaboration with streamer Humility. The idea: to use a Twitch livestream of the Dofus game to create an authentic exchange between a content creator and students training in these sectors.
The Concept
- Format : a series of three live broadcasts over three weeks.
- Structure : Each episode lasts two hours, with a first part devoted to the exchange with a guest student and a second part to the video game.
- Objective : to highlight inspiring journeys while capturing the attention of a young and engaged audience.
- Interaction :
- In-game challenges related to job skills.
- Interactive quizzes to test viewers’ knowledge.
- Mini-games to discover the tools and professions of agriculture, agri-food and fishing.
The Results
Live Agri-Foo
viewers on average and more than 185,000 views.
Live Fishing
viewers on average and 95,000 views.
Live Agriculture
viewers on average and 60,000 views.
Commitment
comments generated with the hashtag #JeunesDeter.
Total duration
cumulative stream hours.
MAximum simultaneous audience
cumulative views.
This campaign successfully broke down preconceived notions and introduced these essential professions from a modern and accessible perspective. Proof that gaming and awareness can go hand in hand to inspire younger generations!
