VML and Movistar transformed GTA, one of the most popular games in the world, into a new sales channel. The campaign generated conversation in the gaming world. It helped grow unique and trend-setting brand attributes, creating an innovative experience for players to engage with the game.
Anti-Lag Squad
The first internet service you can hire without leaving the game
Client
- Movistar
Office
- Argentina
We needed to sell Movistar Fibra service by communicating that it is the fastest internet in the country and the best for gaming, according to the Ookla Speedtest. But we knew that our traditional sales channel, telemarketing, wouldn't work with our target. They hate being interrupted by calls from telemarketers offering them promotions.
We decided to look for new clients in the area where people most need a fast and well-functioning Internet connection: online games. We gave gamers a solution to one of their main problems: lag.
The Anti-Lag Squad: a team of gaming influencers that we infiltrated into the game to find players with poor internet connections and offer them to hire our internet service with exclusive benefits without leaving the game.
The campaign helped grow both brand attributes, namely, the unique and trend-setting brands, and it became a leader within the industry.
We successfully sparked vibrant conversations in the gamer world, a testament to the campaign's impact and our engagement with the gaming community.
We went beyond our traditional sales channel, telemarketing, and created an innovative experience to engage with players in a game.
'+ 5PTS GROWTH BRAND CONSIDERATION on the internet category
'+ 3PTS GROWTH BRAND IMAGE in Gen Z segment
'+ 4PTS GROWTH BRAND DESIRE in Gen Z segment
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Awards
El Ojo Awards
2024
Bronze
2024 CLIO
Use of Talent & Influencers
Bronze
2024 THE ONE SHOW
Gaming / Brand Placement
Bronze
2024 THE ONE SHOW
Gaming / Use of Gaming as a Tool
Bronze
2024 EL SOL
Media / Better use of social platforms and influencers
Silver
2024 EL SOL
Media / Innovation in media
Bronze
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