PROPOSITIONFINAL PRESENTATION

RSPCA

Jorick Vissers

THE ASSIGNMENT

Find  new  and  innova+ve  ways  to  enable  the  RSPCA  to  engage  with  current  members  promote  junior  membership  to  a  new  audience,  and  support  their  educa+onal  aims  to  improve  awareness  and  change  behaviour.

Consider  how  this  could  be  extended  to  different  plaBorms,  e.g.  mobile  etc

THE RESEARCH

•  Brand  fickle,  but  most  brand  aware

•  Influenced  more  by  their  peers,  than  by  adver+sing

•  Rela+vely  high  spenders

•  See  themselves  as  early  adopters

•  Trend  followers

•  Less  pa+ence

•  Low  tolerance

Some keywords

THE RESEARCH

•   Social  media  is  essen+al

•   Their  minds,  opinions  are  developing  fast

•   Safe  environment  is  essen+al

•   Aspira+onal  brands  are  important  (don’t  treat  them  as  children)

•   They  believe  in  causes

•   Freedom  is  essen+al    (group  engages  on  its  own  terms,  in  their  own  language,  and  when  they  want).

How they engage:

THE CONCEPTGeneral aimLeNng  the  teenagers  experience  themselves  what  RSPCA  actually  does,  by  placing  them  in  the  shoes  of  virtual  volunteers  of  RSPCA.

How?The  teenagers  will  be  saving  hidden  animals  in  an  open  virtual  world,  which  they  will  need  to  bring  to  their  personal  care-­‐centre  within  this  world.

This  centre  is  something  they  need  to  build  up  their  selves  by  gathering  points,  to  buy  the  necessary  supplies  (food,  water,  medicines,  ...)  and  even  to  expand  their  accommoda+on.

SOThey  will  experience  what  RSPCA  does  in  a  playful  way  and  maybe  even  in  a  coopera4ve  way.

THE CONCEPT

BUTseNng  up  a  new  virtual  world  takes  a  lot  of  +me  and  money.

SOwhy  not  looking  for  what  already  exists?

MY PROPOSITION

•700,000  ac+ve  users.

•  Up  to  10,000  concurrent  users  during  busy  periods.

•  Most  uses  have  had  a  dabble  with  spending  money  in  the  world,  with  10%  of  users  being  regular  spenders.

•80%  of  users  are  in  the  13-­‐16  age  bracket.

A  few  facts  and  figures  for  Habbo  Hotel’s  UK  service:

EXAMPLES

NSPCC  Habbo  worked  with  the  charity  to  develop  a  series  of  programmes  that  connected  with  and  involved  the  young  audience.

The  campaign  resulted  in  record  numbers  of  group  membership  and  hundreds  of  thousands  of  visitors  to  the  virtual  agency.  

The  group’sguest  book  received  over  2,000  comments  and  there  were  over  1,000  discussion  threads  on  the  design  topics.  

Most  importantly,  as  a  result  of  the  acAvity,  a  five  year  decline  in  the  call  rate  to  Childline  was  reversed.

UNICEF

UNICEF  and  Habbohotel  created  an  alliance  in  order  to  carry  out  chats  with  young  people  about  important  themes  such  as  educaAon  or  development.  

Now,  thousands  of  children  visit  the  site  to  parAcipate  in  this  virtual  community,  supervised  24  hours  a  day  by  a  volunteer  staff  from  both  Habbohotel  and  UNICEF,  creaAng  a  safe  environment.  Children  can  get  on  the  "Bus"  for  15  minute  chats  about  given  themes.

How will this lead to real life actions and memberships?

SUMMARY

•  Being  ac+ve  within  familiar  terrains  for  teenagers

•  You  will  not  start  from  0    using  Habbo  =  using  its  exis+ng  advantages

•  This  campaign  will  be  visible  both  online  and  offline

•  Campaign  costs  for  a  brand  entering  Habbo  Hotel  =  £25,000

==>  The  cost  of  this  campaign  can  be  lowered

(Unicef  &  NSPCC  got  a  special  deal  from  Habbo)

Strengths for RSPCA

•  Charity  offers  them  a  good  image

•  Possible  growth  of  of  players

Strengths for Habbo

QUESTIONS?

THANK YOU FOR YOUR ATTENTION