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."