The marketing department commissioned Emakina for a Second Life campaign pursuing two main objectives:

• Position Keytrade Bank as the first Belgian banking institution present in this virtual community.
• Build a relevant, long-term relationship with SL inhabitants.

Our solution

Second Life’s micro-economy has several traders that make their living by offering virtual goods and services to other residents of this virtual community. Each month, the volume of transactions reaches some 5 million Linden Dollars. Second Life users often complained that prices are only displayed in Linden Dollars, the official currency for this online community. Users had to do the conversions themselves to find out the real value of goods or services sold in a Second Life shop.

Thanks to Keytrade Bank, Second Life residents can now easily convert prices displayed in Linden Dollars in Second Life shops into euros. This is a global precedent for the first Belgian bank to become active in this virtual world.

Second Life residents can visit the Keytrade Bank island where they will receive a free currency converter. Especially designed for Second Life, this tool will allow you, in just a few clicks, to calculate the value of an amount displayed in Linden Dollars in the currency of your choice: euros, dollars, yen, pound sterling etc.

This currency converter makes therefore virtual shopping easier. Moreover, the conversion is carried out in real time in relation to financial market fluctuations, no matter currency chosen."

The Keytrade Bank currency converter was developed by the Emakina agency, and is a HUD (Head Up Display) which works like a traditional calculator and is permanently displayed on the game screen - there is no need to leave Second Life to use it. This HUD also offers a range of financial information which is provided by Dow Jones Newswires, a global press agency specialised in real-time financial and economic data.

Furthermore, a quotation board on the Keytrade Bank island allows you to follow the daily fluctuations of the Linden Dollar in relation to the currencies of the real world (a euro is equivalent to about 378 Linden Dollars).

In order to generate the buzz around the project, Emakina took care of the PR campaign announcing the official launch of this service. We helped Keytrade determine the right message to the right media at the right time. This resulted in a gigantic press coverage in most of national media in Belgium.

Benefits and results

ROI on PR: 150.000 euro

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