OVS Christmas Land

Concept creation and development of OVS Christmas Land, an experience on Roblox designed to promote Christmas Jumper Day in collaboration with Save the Children.

Expertise

SOCIAL GAMING & VIRTUAL WORLDS

Industries

Fashion

The Project

During the Christmas season of 2022, OVS opened to the public its "OVS Christmas Land," an initiative in partnership with Save the Children produced entirely by Formules on Roblox. The project was built on the development of an omnichannel strategy with a focus on the Italian audience, with the goal of guiding users from the brand's retail spaces to the metaverse, engaging them in an experiential format aimed at enhancing the outcomes of the "Christmas Jumper Day" campaign, an initiative to support millions of children around the world who are at risk of losing their lives due to malnutrition. The campaign ambassador was Francesca Michielin, who has already been involved in past years and is very sensitive to problems issued by social charities.

The Goals

During the planning and design phase of the project, the client wanted to define 3 main goals for its first experience in the metaverse:

Engagement

Propose a fun and engaging format by introducing dynamics specific to the gaming world and offering a highly immersive experience.

Innovation

Define a strategy based on actions aimed at drive-to-metaverse/drive-to-ecommerce, building a real connection between the physical world, the virtual world and vice versa.

Target Audience

Speak to a predominantly Italian audience and a younger generation, conveying brand values and addressing a target audience consistent with the company's business strategies.

Our Strategies

Based on the feedback we received from the brand, we defined three solid strategies to achieve our goals:

1. Quests e Minigames Implementation

We envisioned a storyline built on completing various quests and minigames, keeping users engaged and stimulating them to repeat the game experience through challenges such as the snowball fight, the skating competition or the dance-off inside the ice castle.

2. Commercial Touchpoints

We designed two commercial touchpoints for the experience: the first consisted of distributing a code dispensed by the cash registers that would allow users to access exclusive benefits within OVS Christmas Land; the second, on the other hand, actively engaged the userbase through a sweepstakes in which players saw glowing gift packs containing coupons appear on the map.

3. Influencer Marketing

For the initiative, a virtual Meet and Greet was organized with Francesca Michielin inside Roblox, where fans could interact vocally with the talent. Afterwards, we engaged two young Italian micro-influencers in order to activate their internal communities within the platform.

The results

The strategies implemented have led the brand to achieve interesting results on all three fronts, qualifying OVS Christmas Land as one of the best experiences in the Metaverse carried out in Italy.