NSPPC & HABBO
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Transcript

  • 1. NSPCC & Habbo Collaboration: The Idea Agency
    • Oisin Lunny and Emily Knee
  • 2. 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)
  • 3. 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
  • 4. 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
  • 5.
    • 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
  • 6. NSPCC’s Ian’s Pixel transformation into the world of Habbo...
  • 7.
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  • 9. NSPCC Virtual Agency main reception with branded wall and floor items and different work and social spaces
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  • 17. Celeb Visits from NSPCC Ambassadors
  • 18. Viral Effects
  • 19. Viral Effects
  • 20. 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
  • 21. Thanks! Any questions? Contact Habbo: [email_address] AdSales enquiries: [email_address]