NSPCC & Habbo Collaboration: The Idea Agency Oisin Lunny and Emily Knee

Oisin Lunny and Emily Knee

Sulake Group Fact Sheet Year Founded 2000 Offices Headquartered in Helsinki, Finland North-American Regional Office in Santa Monica, CA 13 country offices globally Employees 300 full-time equivalents, 200+ full- and part-time moderators Business Units Habbo (virtual world for teens) IRC-Galleria (Finland’s largest social networking site) Bobba (cross platform virtual world) Key Metrics 132 M registered Habbos 13M monthly unique visitors worldwide across all Sulake properties 2.7BN monthly page impressions across all Sulake properties € 50m in revenues 2008, EBITDA positive Investors 3i Group, Balderton Capital, Taivas Group, Elisa Oyj, Movida Group (SoftBank)

Headquartered in Helsinki, Finland

North-American Regional Office in Santa Monica, CA

13 country offices globally

Habbo (virtual world for teens)

IRC-Galleria (Finland’s largest social networking site)

Bobba (cross platform virtual world)

132 M registered Habbos

13M monthly unique visitors worldwide across all Sulake properties

2.7BN monthly page impressions across all Sulake properties

€ 50m in revenues 2008, EBITDA positive

Habbo Community Growth 132 million registered Habbo-characters! Source: Sulake Statistics 11.8 million unique browsers per month! Source: Google Analytics 2009 2005 2000 2002 2003 2004 2001 2008 2006 132 million 12 Million/ month! 2007

132 million registered Habbo-characters!

Source: Sulake Statistics

11.8 million unique browsers per month!

Source: Google Analytics

Habbo User Profile Background Habbo Usage Sources: Sulake Statistics 2008, Global Habbo Youth Survey 2008, Google Analytics 2008 56% Boys - 44% Girls 63% are 13-16 year old 92% go to school/study 94% live with their parents 63% go to Habbo every day 43 minutes spent in Habbo on average 3/4 come to Habbo for socialising with friends Usage peaks after school and weekends 70% heard from a friend about Habbo

The concept was to develop a virtual advertising agency in Habbo The agency is called “Idea” and we created an Agency HQ within Habbo which users can work in and role play The real Creative Director for NSPCC plays an active role in briefing and judging entries Teens recruited to work in the agency to answer mini creative briefs throughout the year, working on poster, press, radio and tv ad campaigns Users choose which role they would like to play within the agency; Art Director, Copy Writer, Office Manager, Account Managers and other roles New virtual agency staff recruited every month Users are awarded with special branded Furni and virtual badges to reward loyalty Virtual agency acts as a hub for a wider campaign which drives teens from Piczo and Bebo to www.idea.me.uk which is at the heart of all cross media promotions NSPCC Virtual Agency campaign UK

The concept was to develop a virtual advertising agency in Habbo

The agency is called “Idea” and we created an Agency HQ within Habbo which users can work in and role play

The real Creative Director for NSPCC plays an active role in briefing and judging entries

Teens recruited to work in the agency to answer mini creative briefs throughout the year, working on poster, press, radio and tv ad campaigns

Users choose which role they would like to play within the agency; Art Director, Copy Writer, Office Manager, Account Managers and other roles

New virtual agency staff recruited every month

Users are awarded with special branded Furni and virtual badges to reward loyalty

Virtual agency acts as a hub for a wider campaign which drives teens from Piczo and Bebo to www.idea.me.uk which is at the heart of all cross media promotions

NSPCC’s Ian’s Pixel transformation into the world of Habbo...

NSPCC Virtual Agency main reception with branded wall and floor items and different work and social spaces

Celeb Visits from NSPCC Ambassadors

Viral Effects

Viral Effects

The results so far? 10,000 members and rising for the branded group 93,855 unique visits to the NSPCC Idea Virtual Agency Reception Building in Habbo 1,277 comments on guest book 285 threads on NSPCC Idea Agency group 4,791,704 combined impressions

10,000 members and rising for the branded group

93,855 unique visits to the NSPCC Idea Virtual Agency Reception Building in Habbo

1,277 comments on guest book

285 threads on NSPCC Idea Agency group

4,791,704 combined impressions

Thanks! Any questions? Contact Habbo: [email_address] AdSales enquiries: [email_address]