NSPCC & Habbo Collaboration:  The Idea Agency <ul><li>Oisin Lunny and Emily Knee </li></ul>
Sulake Group Fact Sheet Year Founded 2000 Offices <ul><li>Headquartered in Helsinki, Finland </li></ul><ul><li>North-Ameri...
Habbo Community Growth <ul><li>132 million registered Habbo-characters! </li></ul><ul><ul><ul><li>Source: Sulake Statistic...
Habbo User Profile Background Habbo Usage Sources:  Sulake Statistics 2008, Global Habbo Youth Survey 2008, Google Analyti...
<ul><li>The concept was to develop a virtual advertising agency in Habbo </li></ul><ul><li>The agency is called “Idea” and...
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? <ul><li>10,000 members and rising for the branded group </li></ul><ul><li>93,855 unique visits to the ...
Thanks! Any questions? Contact Habbo:  [email_address]   AdSales enquiries:  [email_address]
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NSPPC & HABBO

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Transcript of "NSPPC & HABBO"

  1. 1. NSPCC & Habbo Collaboration: The Idea Agency <ul><li>Oisin Lunny and Emily Knee </li></ul>
  2. 2. Sulake Group Fact Sheet Year Founded 2000 Offices <ul><li>Headquartered in Helsinki, Finland </li></ul><ul><li>North-American Regional Office in Santa Monica, CA </li></ul><ul><li>13 country offices globally </li></ul>Employees 300 full-time equivalents, 200+ full- and part-time moderators Business Units <ul><li>Habbo (virtual world for teens) </li></ul><ul><li>IRC-Galleria (Finland’s largest social networking site) </li></ul><ul><li>Bobba (cross platform virtual world) </li></ul>Key Metrics <ul><li>132 M registered Habbos </li></ul><ul><li>13M monthly unique visitors worldwide across all Sulake properties </li></ul><ul><li>2.7BN monthly page impressions across all Sulake properties </li></ul><ul><li>€ 50m in revenues 2008, EBITDA positive </li></ul>Investors 3i Group, Balderton Capital, Taivas Group, Elisa Oyj, Movida Group (SoftBank)
  3. 3. Habbo Community Growth <ul><li>132 million registered Habbo-characters! </li></ul><ul><ul><ul><li>Source: Sulake Statistics </li></ul></ul></ul><ul><ul><ul><li>11.8 million unique browsers per month! </li></ul></ul></ul><ul><ul><ul><li>Source: Google Analytics </li></ul></ul></ul>2009 2005 2000 2002 2003 2004 2001 2008 2006 132 million 12 Million/ month! 2007
  4. 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. 5. <ul><li>The concept was to develop a virtual advertising agency in Habbo </li></ul><ul><li>The agency is called “Idea” and we created an Agency HQ within Habbo which users can work in and role play </li></ul><ul><li>The real Creative Director for NSPCC plays an active role in briefing and judging entries </li></ul><ul><li>Teens recruited to work in the agency to answer mini creative briefs throughout the year, working on poster, press, radio and tv ad campaigns </li></ul><ul><li>Users choose which role they would like to play within the agency; Art Director, Copy Writer, Office Manager, Account Managers and other roles </li></ul><ul><li>New virtual agency staff recruited every month </li></ul><ul><li>Users are awarded with special branded Furni and virtual badges to reward loyalty </li></ul><ul><li>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 </li></ul>NSPCC Virtual Agency campaign UK
  6. 6. NSPCC’s Ian’s Pixel transformation into the world of Habbo...
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  9. 9. NSPCC Virtual Agency main reception with branded wall and floor items and different work and social spaces
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  17. 17. Celeb Visits from NSPCC Ambassadors
  18. 18. Viral Effects
  19. 19. Viral Effects
  20. 20. The results so far? <ul><li>10,000 members and rising for the branded group </li></ul><ul><li>93,855 unique visits to the NSPCC Idea Virtual Agency Reception Building in Habbo </li></ul><ul><li>1,277 comments on guest book </li></ul><ul><li>285 threads on NSPCC Idea Agency group </li></ul><ul><li>4,791,704 combined impressions </li></ul>
  21. 21. Thanks! Any questions? Contact Habbo: [email_address] AdSales enquiries: [email_address]
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