THIS IS NOT A GAME
In Mexico, thousands of children are being recruited through mobile video games to join organized crime. Given that 81.4% of players prefer this channel, they are more exposed and become easy prey for drug cartels, known as "narcos," to contact them through the most popular games.
Movistar Telecom is a brand that is socially committed to the digital environment; it cares about providing gamers with a safe space. 40% of Movistar Telecom business is in gaming, so they feel a responsibility to address a topic that connects with one of their core audiences.
THE BRIEF
Recruitment through video games is a threat that the gaming community was unaware of; they did not know that drug cartels were infiltrating video games. Neither the media nor the government sufficiently alerted about this problem.
Movistar Telecom wanted to send a message to alert everyone in the most viral way possible, using the codes and language of an audience that knows about gaming. Making it clear that recruitment is not a game and is a real problem. Making it clear that Movistar Telecom, as a socially responsible company, will always look out for the cybersecurity of its users.
THE IDEA
A video game film was created with a narrative, use of elements, and references from famous video games that tell the story of a young gamer contacted by a drug trafficker, who manages to recruit him for illicit activities through deceit and promises such as "diamonds" (a famous item in video games).
An online film that fictionally portrays a reality with which many gamers could identify, helping many parents understand the importance of knowing these new threats, and motivating many influencers, streamers, and people from the gaming community to share it.
RESULTS
Impact
+ 23 million of views in 2 weeks.
Reach
34 million people reached.
Engagement
A 7-minute-long piece on digital platforms managed to connect with our audience.
Quality of experience and interaction
The piece with the best performance in the history of the brand on TikTok.
+ 2 million hours on social media in 2 weeks.
Change in behavior
Search for parental control increased by 67%.
Brand perception
87% positive sentiment.
VIDEO CASES/b>
CANNES LIONS 2024
Gold - Film - Corporate Purpose & Social Responsibility
Gold - Entertainment for Gaming - Audio-Visual Content
Silver - Entertainment - Social Behaviour & Cultural Insight
Bronze - Film - Social Behaviour & Cultural Insight
Shortlist - Entertainment - Fiction Film: 5-30 minutes
Shortlist - Social & Influencer - Social Behaviour & Cultural Insight
Shortlist - Film Craft - Casting
Shortlist - Film Craft - Sound Design
NY FESTIVALS 2024
Bronze - Online Film - Corporate Purpose
GERETY AWARDS 2024
Gold
Craft Cut - CINEMATOGRAPHY 2024
Gold
Craft Cut- EDITING 2024
Silver
Craft Cut - SOUND DESIGN 2024
Silver
Entertainment Cut - ONLINE VIDEO 2024
Bronze
Communication Cut - COPYWRITING 2024
Bronze
Communication Cut - ONLINE VIDEO 2024
LIA AWARDS 2024
Silver - Branded Entertainment Scripted Short Film - 2024
Silver - TV & Cinema - Corporate Purpose/Social
Responsibility - 2024
Bronze - Evolution Gaming - 2024
Bronze - Online Film - 2024
Bronze - Use of Social Media & Influencers Entertainment - 2024
EL OJO DE IBEROAMÉRICA 2024
Grand Prix -2024
Grand Prix (Best Idea from Latinoamerica) - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Gold - 2024
Silver - 2024
Silver - 2024
Bronze - 2024
