A digital story in a world of connectivity.
In a world where connectivity is key and technological innovation is constant, Telefónica, a leader in telecommunications, ventured into the creation of an immersive Roblox experience with Playoffnations: TELEFÓNICA.
This international campaign, which was deployed in Spain, Brazil, UK and Germany, on the occasion of its centenary, sought to increase its visibility and connection with young people, adapting to the demands of the digital world and providing unique experiences at a global level.
Telefónica presented us with an ambitious challenge
The objectives for this international campaign were clear:
- Increase brand awareness of the brand in strategic territories.
- Create a gamified ecosystem to boost its reach, notoriety and positioning as a disruptive company.
- Connect with young audiences through a format that aligns with their interests and language, taking advantage of the rise of video games and digital immersion.
After 100 years of connecting people, the gaming territory and in-game experiences are the way to continue to meet this objective.
Telefónica adventure
From its conception, Telefónica was inspired by the idea of creating an immersive narrative that would engage players and immerse them in a unique digital world. With the help of Playoffnations, Telefónica brought to life a virtual environment in Roblox that fused the excitement of gaming with the brand’s identity.
The key to Telefónica Town lies in its ability to tell a compelling story, in which players must repair the damage caused by viruses on the servers, and which provides an exciting and relevant context for the brand.
The world of Telefónica
Players embark on an exciting adventure where they must explore a themed urban environment, reflecting the brand’s corporate identity. The environment is divided into different zones:
The Telefónica Building: Inspired by the iconic Gran Vía building in Madrid, in the case of players coming from Spain. this place functions as a historical museum of the company and hosts the fibre workshop where users build to solve the general challenge of the environment. The building will change depending on the country from which players connect and will represent the most emblematic of the brand in each of them.
Villages: Cloud Village, IoT Village, Cyber Village and WiFi Village are different themed areas that represent the services and products offered by the brand.
Conclusions
Telefónica represents a success story in the field of non-conventional media advertising, demonstrating the effectiveness of a strategy that combines storytelling, digital immersion and engagement with the target audience.
By connecting with young audiences through a relevant and exciting format, Telefónica managed not only to increase its visibility and notoriety, but also to reinforce its positioning as an innovative and disruptive company in the telecommunications sector.
With the collaboration of advertising agency Playoffnations, this campaign has set a precedent in the industry, demonstrating the power of creativity and technology to create unique and memorable brand experiences.