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 Telefónica’s 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.
Dynamics of a unique experience
Players are immersed in a variety of dynamics and interactive elements designed to keep their attention and encourage participation:
- Tasks that encourage curiosity and increase in-game interaction.
- Collectible elements, such as 5G, WiFi, IoT and Cloud tokens, that award points and rewards to players.
- Creative mini-games, such as parkours, race tracks and puzzles, which offer fun and exciting challenges.
Influencer Marketing & Amplification Strategy
To reach a wider audience and spread the word of the Telefónica launch, an influencer marketing strategy was implemented in collaboration with leading content creators in the gaming ecosystem in each country of the campaign.
These influencers were the basis of prescription and amplification, creating branded content on platforms such as Twitch and YouTube, live streaming the presentation of the environment and commenting on the campaign through the relevant social networks in the gaming community, as well as holding competitive tournaments between streamers and content creators.
The keys that took the experience to another level:
The Telefónica campaign is based on several fundamental pillars:
- Viralisation strategy: Using influencer marketing and the creation of online content, we managed to amplify the campaign on social networks and gaming platforms, adapting the approach to each country.
- Immersive and themed experience: Telefónica offers players an immersive and themed experience that reflects the brand’s identity and encourages exploration and discovery.
- Dynamics and interactive elements: From curiosity-boosting tasks to creative mini-games and collectibles, the campaign offers multiple ways to interact with the brand and score points on the leaderboard.
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.