AUCHAn city
Reading time ≈ 8 minutes
agency
year
сlient
game visits
7+ mln
auchan
2023 - p.t.
realweb
UGC
Concept
Roblox Queen
Pushkino
Hypermarket
Prize giveaway
Moderation
Development
Creative idea
project
/ Cases
Auchan City — a virtual world in Roblox inspired by the real Auchan hypermarket in Pushkino.
Objective
/ Objective
To engage a younger audience with the Auchan brand through an immersive Roblox experience, boost engagement, introduce innovative approaches in retail, and create a new space for interaction by integrating in-game mechanics with real products and promotions.
What We Did
/ Process
In 2023, Auchan, together with our team, launched the virtual hypermarket Auchan City in Roblox, aiming to strengthen connections with younger generations and bring innovation into retail. Since launch, the space has hosted several major activations, each driving audience engagement and building brand awareness among youth.
In December 2023, we unveiled Auchan City in Roblox, giving users the chance to interact with the brand in a playful, digital environment. Within the first few months, the virtual store attracted over 700,000 visits, highlighting strong interest in this new retail experience.
In June 2024, in partnership with Realweb agency, we launched a summer update to the virtual hypermarket. The refreshed world featured a swimming pool, water slide, juice bar, and interactive swimming competitions. Players could earn the in-game currency “AshBucks,” purchase virtual goods, and receive discount coupons for real-world Auchan stores.
In August 2024, Auchan introduced a campaign featuring the virtual Roblox character Roblox Queen, developed and integrated with our active involvement. On August 8, a virtual tour of the updated Auchan City took place, followed by a live concert in the real Auchan Pushkino store on August 10.
As part of the campaign, customers who purchased school supplies worth 500 rubles or more received promo codes to redeem virtual currency — Robux or AshBucks.
As part of the campaign, customers who purchased school supplies worth 500 rubles or more received promo codes to redeem virtual currency — Robux or AshBucks.
In December 2024, we designed and launched a New Year’s advent calendar in Auchan City. From December 1 to 25, users completed daily quests and competed for prizes, including 800 Robux for the 500 fastest participants. The space was decorated in a festive theme and featured mini-games, mazes, and a holiday market.
A real hypermarket from Pushkino brought to life in Roblox
Results
/ Gallery
/ By the Numbers
PROMOTIONAL REACH
50+ mln
VISITS TO THE GAME
7+ mln
MAU/DAU Ratio
4
in Russia to surpass 7 million visits in Roblox.
The first
Project in Roblox
cases
/ cases
other
7
MAU/DAU Ratio
197К+
visits to the game
64М+
promotional reach
Russia's first showroom in Roblox, New Year's promotion: a points-based loyalty card raffle
m.holiday
m.video
all cases
11
MAU/DAU Ratio
29К
visits to the game
700К
promotional reach
Promothing children's water using new communication channels
slavdaland
SLAVDA
12
MAU/DAU Ratio
300К+
visits to the game
2+ mln
promotional reach
Promotion of the shop's seasonal goods and loyalty programme, as well as a drawing of game and real bonuses.
mangoworld
vkusvill
11
MAU/DAU Ratio
10К
visits to the game
1,2+ mln
promotional reach
Resort integration was organised in honour of the decade of the Sochi Olympics. A chance to win a holiday in a real resort complex.
rosa khutor
interros
6
MAU/DAU Ratio
1,2+ mln
visits to the game
5+ mln
promotional reach
Promoting children's subscriptions.
Using new communication channels.
Using new communication channels.
Jun Park
МТs
in partnership with с MOSAIC
11
MAU/DAU Ratio
1,1+ mln
visits to the game
3+ mln
promotional reach
Integrating the world of the animated series into Roblox, running raffles and UGC content
turbosaurs
turbosaurs
7 mins
AVG Playtime
2,6+ mln
visits to the game
13+ mln
promotional reach
Promotion of the brand’s products to the target audience in Roblox, giveaways, story-driven experiences, and UGC content
ACTICITY
ACTIMUNO
8 mins
AVG Playtime
900К+
visits to the game
3+ mln
promotional reach
Promotion of a new youth-focused tariff: creation of a branded space, promo campaign, prize giveaways, and UGC content
MTS Real Town
мТs
WIP
AVG Playtime
WIP
visits to the game
WIP
promotional reach
Development and promotion of a unique space featuring the brand’s new heroes, prize giveaways, and UGC content
Planet of the Rastisaurs
Rastishka
4
MAU/DAU Ratio
7+ mln
visits to the game
50+ mln
promotional reach
Integration of the brand's flagship shop into Roblox, seasonal updates, giveaways, concerts and UGC content.
AUchan City
auchan,russia
7 mins
AVG Playtime
2,6+ mln
visits to the game
13+ mln
promotional reach
Promotion of the brand’s products to the target audience in Roblox, giveaways, story-driven experiences, and UGC content
ACTICITY
ACTIMUNO
8 mins
AVG Playtime
900К+
visits to the game
3+ mln
promotional reach
Promotion of a new youth-focused tariff: creation of a branded space, promo campaign, prize giveaways, and UGC content
MTS Real Town
MTS
WIP
AVG Playtime
WIP
visits to the game
WIP
promotional reach
Development and promotion of a unique space featuring the brand’s new heroes, prize giveaways, and UGC content
Planet of the Rastisaurs
Rastishka
4
MAU/DAU Ratio
7+ mln
visits to the game
50+ mln
promotional reach
Integration of the brand's flagship shop into Roblox, seasonal updates, giveaways, concerts and UGC content.
AUchan City
auchan,russia
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solving brand marketing challenges
using Roblox
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