Ever wondered how "Ashan" pulled off its Roblox metaverse space? Here’s a peek behind the scenes!
Just before the New Year, the retail chain Auchan, agency UM (part of the ADV Group), and DVOR Metamarketing Agency launched a virtual hypermarket called "Auchan City" in the Roblox metaverse. The project's creative team told Sostav that the virtual store attracted around 700,000 visitors in its first few weeks after opening.
Inside the Auchan City virtual hypermarket, players can walk through the store's departments, buy groceries, visit production workshops, and try out different professions. What's more, they can explore a festive market square, navigate a snowy maze, and even go ice skating. They'll find a variety of themed mini-games and quests, and for completing them successfully, users are rewarded with the in-game currency called "Ashbacks."
The project team modeled the virtual store after a real Auchan hypermarket located in Pushkino, near Moscow; the virtual replica is identical to the actual store. In the world of Auchan City, users can take part in themed games like "Merchandiser," "Speed Shopper," "Super Cashier," "Baguette Story," and many more. By completing these games, players earn the in-game currency.
The key components of the project.
A Variety of Locations. Beyond the Auchan hypermarket itself, the virtual space features other distinct areas for users to explore. While discovering these locations, they can collect branded currency and enjoy a vibrant user experience.
Freedom of Movement. Players have several ways to get around: on foot, by shuttle, by bicycle, or on a motorcycle.
A Proprietary In-Game Currency. Roblox users are already familiar with using in-game currency to acquire virtual items. For the Auchan City project, the team created "Ashbacks," which can be used to buy branded merchandise or customize a player's avatar.
Freedom of Movement. Players have several ways to get around: on foot, by shuttle, by bicycle, or on a motorcycle.
A Proprietary In-Game Currency. Roblox users are already familiar with using in-game currency to acquire virtual items. For the Auchan City project, the team created "Ashbacks," which can be used to buy branded merchandise or customize a player's avatar.
Alena Isaeva, Head of Digital Communications at Auchan Retail Russia:
"The metaverse offers unique and largely experimental channels for communicating with our audience. This project aims to attract the attention of the most active young demographic to the Auchan brand. In the virtual city, players can participate in a series of mini-games designed to boost recognition not only of the brand itself but also of the retailer's loyalty program, its private-label brands, and promotions. Furthermore, our concept has the built-in potential to develop the Auchan virtual world for special events and collaborations with other brands or influencers—after all, the possibilities within the metaverse are virtually limitless.
Pavel Ignatov, General Director of UM:
"For brands, it's crucial to engage with young audiences through the most relevant communication channels. The world of the metaverse not only allows us to reach this target audience but also to build a strong connection and create a unique interaction experience with those who may have had little to no contact with the brand in real life.
Youth marketing is also vital for retailers because this segment will become the most solvent audience in a few years and will take a central place in brand communication. That's why it's necessary to build this audience's awareness and loyalty in advance. You could say the brand is working on building loyalty with those who will become its key customers tomorrow."
Dmitry Voronov, founder of DVOR Metamarketing Agency:
"Roblox is increasingly in demand as a platform for brands, offering them the opportunity to create new channels for audience engagement. Instead of boring online banners, brands can now invite users to interact with them through interesting game mechanics. This is an excellent way to capture the attention of a young audience and build long-term relationships with them."
Creative Team
Auchan Retail Russia (Client)
Marketing Director: Galina Yashchuk
Head of Marketing Communications Department: Tatiana Obidina
Head of Digital Communications Group: Alena Isaeva
Digital Communications Manager: Elena Rytikova
Social Media Manager: Vladislav Sizov
UM (Agency)
Head of Online Direction: Nikita Berezkin
Head of Online Planning Group: Kirill Kirichenko
Senior Online Manager: Oleg Novikov
Head of Special Projects Group: Daria Kuznetsova
Special Projects Department Director: Evgenia Ivanova
DVOR Metamarketing Agency (Production)
Auchan Retail Russia (Client)
Marketing Director: Galina Yashchuk
Head of Marketing Communications Department: Tatiana Obidina
Head of Digital Communications Group: Alena Isaeva
Digital Communications Manager: Elena Rytikova
Social Media Manager: Vladislav Sizov
UM (Agency)
Head of Online Direction: Nikita Berezkin
Head of Online Planning Group: Kirill Kirichenko
Senior Online Manager: Oleg Novikov
Head of Special Projects Group: Daria Kuznetsova
Special Projects Department Director: Evgenia Ivanova
DVOR Metamarketing Agency (Production)
Source: Sostav.ru