Home / Cases / Auchan City
CATEGORY
RETAIL
BUSINESS
EFFIE GOLD
AWARD
AWARD
FEATURE
LIVE OPS
RESULTS
28.5M+
VISITS
VISITS
CLIENT
AUCHAN
Turning retail into an immersive world for the next generation of shoppers.
AUCHAn city
OVERVIEW
/ OVERVIEW
Auchan City is a branded retail world inspired by a real Auchan hypermarket in Pushkino, designed to engage younger audiences through interactive shopping experiences.
CHALLENGE
/ CHALLENGE
Engage younger audiences with the Auchan brand through gaming, increase loyalty, and reimagine retail through immersive digital experiences.
EXECUTION
2026 —
LIVE OPS
LIVE OPS
2025 —
LIVE RETAIL
LIVE RETAIL
2024 —
SCALE & PHYGITAL
SCALE & PHYGITAL
2023 —
LAUNCH
LAUNCH
Continued evolving Auchan City through live content, retail campaigns, and ongoing activations — turning the experience into an always-on branded destination.
Expanded live retail activations through new seasonal campaigns, branded mechanics, and creator-led experiences to deepen long-term audience engagement.
Expanded the experience through seasonal updates and a large-scale back-to-school activation featuring Roblox Queen — combining a real-world concert, in-game experiences, and receipt-based rewards for Robux and Auchan discounts.
Launched Russia’s first playable retail world inspired by a real Auchan hypermarket — bringing shopping into gaming for a new generation.
Since launch, Auchan City evolved into a long-term branded ecosystem blending retail, entertainment, and real-world activations. Through seasonal updates, phygital campaigns, and live events, the experience transformed in-store engagement into an always-on digital destination.
TURNING RETAIL INTO PLAY — FIRST OF ITS KIND IN RUSSIA
/ EXECUTION
RESULTS
/ RESULTS
RESULTS
28.5M+
VISITS
VISITS
FEATURE
LIVE
UPDATES
UPDATES
BUSINESS
EFFIE GOLD
AWARD
AWARD
CASES
/ CASES
OTHER
BUSINESS
RETAIL INNOVATION
RETAIL INNOVATION
RESULTS
200K+
VISITS
200K+
VISITS
FEATURE
REAL-WORLD REWARDS
REAL-WORLD REWARDS
A first-of-its-kind retail activation where players earned in-game currency for real-world M.Video rewards.
M.VIDEO
M.VIDEO
WITH MOSAIC
BUSINESS
RETAIL ACTIVATION
RETAIL ACTIVATION
FEATURE
CODE
REDEMPTION
CODE
REDEMPTION
RESULTS
29.7K+
VISITS
29.7K+
VISITS
Roblox activation supporting a real product campaign with in-pack codes.
SLAVDALAND
SLAVDA GROUP
BUSINESS
CRM
INTEGRATION
CRM
INTEGRATION
FEATURE
LOYALTY
CARD SYNC
LOYALTY
CARD SYNC
RESULTS
300K+
VISITS
300K+
VISITS
First in Russia to link a Roblox world to a brand's loyalty program — players entered their VkusVill card number in-game and earned real bonus points in the app.
VKUSVILL MANGO WORLD
VKUSVILL
BUSINESS
DIGITAL
TOURISM
DIGITAL
TOURISM
FEATURE
UGC
REWARDS
UGC
REWARDS
RESULTS
10K+
VISITS
10K+
VISITS
Russia’s first mountain resort experience in Roblox, bringing Rosa Khutor to a new generation through interactive tourism.
ROSA KHUTOR
ROSA KHUTOR & INTERROS
BUSINESS
EFFIE
GOLD
EFFIE
GOLD
FEATURE
KIDS
ACTIVATION
KIDS
ACTIVATION
RESULTS
1.5M+
VISITS
1.5M+
VISITS
A branded Roblox amusement park for MTS Junior kids subscription — featuring dedicated zones for MTS Music, KION, and LogicLike, turning the MTS ecosystem into a playable world
JUN-PARK
MTS (Mobile TeleSystems)
WITH MOSAIC
BUSINESS
YOUTH ACQUISITION
YOUTH ACQUISITION
FEATURE
PHYGITAL
UGC DROP
PHYGITAL
UGC DROP
RESULTS
1.4M+
VISITS
1.4M+
VISITS
Youth activation for MTS REEL featuring exclusive clans, branded experiences, and a limited phygital UGC drop.
REEL TOWN
MTS (Mobile TeleSystems)
WITH MOSAIC
BUSINESS
BRAND
AWARENESS
BRAND
AWARENESS
FEATURE
IP
ADAPTATION
IP
ADAPTATION
RESULTS
1,5M+
VISITS
1,5M+
VISITS
Roblox world based on Russia's hit kids YouTube franchise — original locations, playable characters, and unique mini-games, with brand collaborations from "Vkusno i Tochka" and Kinopoisk.
TURBOZAURS WORLD
TURBOZAURS | animation studio Caramel & Co
BUSINESS
PRODUCT
LAUNCH
PRODUCT
LAUNCH
FEATURE
UGC
REWARDS
UGC
REWARDS
RESULTS
3.9M+
VISITS
3.9M+
VISITS
Roblox world launching Rastishka's new product line and 4 characters — players scanned real product QR codes in-store to unlock exclusive in-game content and UGC reward.
PLANET OF RASTIZAURS
RASTISHKA | ex-Danone Russia
FEATURE
26 MIN
PLAYTIME
26 MIN
PLAYTIME
BUSINESS
PRODUCT
RELAUNCH
PRODUCT
RELAUNCH
RESULTS
10M+
VISITS
10M+
VISITS
Roblox activation for Actimuno's product relaunch — players averaged 26 minutes of brand immersion.
ACTICITY
ACTIMUNO | ex-Danone Russia
BUSINESS
EFFIE GOLD AWARD
EFFIE GOLD AWARD
FEATURE
LIVE
UPDATES
LIVE
UPDATES
RESULTS
28.5M+
VISITS
28.5M+
VISITS
A branded Roblox world that brought Auchan to 28.5M players — driving foot traffic through immersive retail experiences.
AUchan City
AUCHAN RUSSIA
