This is a pitch presentation I gave at Reading Room in London for a new and interactive campaign for RSPCA

1. PROPOSITION
FINAL PRESENTATION
RSPCA
Jorick Vissers

2. 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

3. THE RESEARCH
Some keywords
•
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

4. THE RESEARCH
How they engage:
•
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).

5. THE CONCEPT
General aim
LeNng
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.
SO
They
will
experience
what
RSPCA
does
in
a
playful
way
and
maybe
even
in
a
coopera4ve
way.

6. THE CONCEPT
BUT
seNng
up
a
new
virtual
world
takes
a
lot
of
+me
and
money.
SO
why
not
looking
for
what
already
exists?

7. MY PROPOSITION
A
few
facts
and
figures
for
Habbo
Hotel’s
UK
service:
•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.

8. EXAMPLES
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.
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.

9. How will this lead to real life
actions and memberships?

11. SUMMARY
Strengths for RSPCA
•
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 Habbo
•
Charity
offers
them
a
good
image
•
Possible
growth
of
of
players

12. THANK YOU
FOR YOUR ATTENTION
QUESTIONS?