Case Study: Movistar boosts gaming-focused internet sales with VMLY&R's Anti-Lag Squad

Movistar boosts Gen Z brand desire by 4PTS with VMLY&R

The telecommunications client Movistar, working with vendor VMLY&R, faced the challenge of selling its high-speed Fibra internet service to a target audience of gamers who actively avoid traditional telemarketing calls. The goal was to communicate that Movistar is the fastest internet in the country and the best for gaming, but through a channel that would resonate with this specific demographic.

VMLY&R created the "Anti-Lag Squad," a team of gaming influencers who infiltrated the popular game GTA to find players experiencing poor connections. They offered these players the opportunity to hire Movistar's internet service with exclusive benefits without ever leaving the game. This innovative solution successfully generated conversation in the gaming world and helped grow key brand metrics, including a +5 point growth in brand consideration, a +3 point growth in brand image with Gen Z, and a +4 point growth in brand desire with Gen Z.

Movistar