Anti-Lag Squad

Medals Won

• 🥇 GOLD – Best Experiential / Out of Home
• 🥈 SILVER – Best Immersive Experience

Campaign Overview

In Argentina, ranked 73rd globally for internet speed, gamers struggle with lag and connectivity issues that disrupt their online experiences. Movistar, a leading telecommunications company, saw this challenge as an opportunity to promote its Movistar Fibra, recognized by Ookla as the fastest and most stable fiber optic service in Argentina, particularly for gamers.

The campaign, Anti-Lag Squad, brought Movistar Fibra’s competitive advantage to life by infiltrating GTA V, one of the world’s most popular online games. A team of gaming influencers acted as virtual telemarketers, offering players suffering from lag an instant solution: Movistar Fibra.

Creative Concept

The campaign turned GTA V’s immersive world into a direct sales channel:

• Gaming Influencers as Heroes: Influencers joined the game as part of the “Anti-Lag Squad,” contacting lagging players via the in-game phone to offer faster internet.
• Real-Time Solutions: Players could subscribe to Movistar Fibra directly within the game, ensuring the campaign didn’t disrupt their gaming experience.
• Documented Activation: The interactions were captured and shared on social media, amplifying the campaign’s reach and impact.

Execution Strategy

1. Innovative Channel: Transformed GTA V’s game environment into a customer support and sales channel.
2. Targeted Messaging: Focused on gamers, particularly those suffering from lag, highlighting Movistar Fibra as their ultimate solution.
3. Content Amplification: Leveraged influencers’ platforms and social media to showcase the campaign’s creativity and effectiveness.

Impact and Results

The campaign achieved outstanding results:

• 5+ point increase in brand consideration for Movistar Fibra among gamers.
• 3 point growth in brand image and 4-point increase in desire within the Gen Z segment.
• Substantial conversation within the gaming community, with thousands of interactions on social media and forums.
• Movistar Fibra became the most recommended brand in the gaming internet category during the campaign’s launch quarter.
• Established GTA V as a new, innovative sales channel, merging experiential marketing with practical utility.

Why It Worked

By meeting gamers where they were and addressing a real pain point, Anti-Lag Squad delivered an immersive, interactive solution that resonated deeply with its audience. The campaign’s innovative use of in-game mechanics and authentic engagement elevated Movistar Fibra as the go-to choice for gamers in Argentina.