Situation

Argentina has one of the slowest internet connections in the world (it is in 73rd place, according to the Ookla global index). And this especially affects gamers, who hate losing their games due to lag.

Brief

To find an innovative way to communicate that Movistar Fibra, a telecommunications company, has the fastest internet in Argentina and the best for gaming according to the Ookla Speedtest Awards.

Objectives

Generate conversation within the gamer community, attract new users, and position the brand within the gamer world.

We proved lagged players that Movistar Fibra is the fastest internet of Argentina using the GTA V telephone line as a 24-hour customer service center. We created the Anti-Lag squad, a team of gaming influencers that we infiltrated in the game to find players with poor internet connections and offer them to hire our internet service with exclusive benefits, without leaving the game.

Movistar has traditionally chosen the telephone as its main sales channel. But in general, and especially in Argentina, people hate being interrupted by these unsolicited phone calls. Our telemarketers are often ignored, cut off before they can finish a sentence, or directly insulted.

Our strategy was to find an innovative way to engage with users. That's why we went to look for them where they most need an internet connection that works well and fast: online games.

We used GTA V as our new sales channel. But it was not just a speech, we took it into action: gamers could hire our service without leaving the game.

This activation was done within the GTA V game. We teamed up with a group of gaming influencers and infiltrated them into the game to sell Movistar Fibra.

They toured the game map, identified players with lag and contacted them using the game’s cell phone to offer them our internet service with exclusive benefits.

To amplify the campaign, we documented the activation and shared it on social media.

Brand consideration of Movistar Fibra grew 5 points on the internet category.

The campaign helped grow both brand attributes: unique brand and trend-setting brand, becoming leaders within the industry.

Movistar Fibra was the most recommended brand in the quarter in which the campaign was launched.

Additionally, our Anti-Lag Squad campaign helped increase both our brand image and desire in the Gen Z segment, with a growth of 3 and 4 points respectively.

We generated conversation in the gamer world.

We went beyond our traditional sales channel, telemarketing, and created an innovative experience to engage with players in a game.