all projectsconcept creation and development of OVS Christmas Land, an experience on Roblox designed to promote the "Christmas Jumper Day" campaign in collaboration with Save the Children.
in Christmas 2022, OVS launched OVS Christmas Land on Roblox, in partnership with Save the Children and fully produced by Atopos. targeting primarily an Italian audience, the project bridged retail stores and virtual worlds through an interactive format supporting the Christmas Jumper Day, an initiative to help millions of children worldwide affected by malnutrition.
during the project’s planning and design phase, the client identified three primary objectives for its debut gaming experience:
speak to a predominantly Italian and younger audience, strengthening brand identity and supporting company’s business goals.
propose a fun and engaging format by introducing dynamics specific to the gaming world, offering a highly immersive experience
define a drive-to-virtual and drive-to-ecommerce strategy, creating a real bridge between the physical and digital worlds.
based on the objectives set in the project's design phase, we defined three solid strategies:
we created a storytelling framework built around quests and mini-games to keep engagement high, with challenges such as snowball fights, ice-skating races, and dance battles in the Ice Castle, designed to encourage replayability and foster user loyalty.
we created two commercial touchpoints to connect retail and virtual worlds: at checkout, a code granted access to exclusive perks in OVS Christmas Land; in-game, glowing gift boxes hid discount vouchers redeemable on the brand’s e-commerce.
we organized a virtual Meet & Greet with Italian singer Francesca Michielin on Roblox, where fans could interact with the artist via live voice chat. afterwards, 2 Italian micro-influencers engaged the platform’s native communities.
the implemented strategies led the brand to achieve significant results across all three fronts, positioning OVS Christmas Land as one of the best Roblox experiences created in Italy.