You can now visit VCCP’s London HQ in Roblox
Renowned creative agency VCCP has opened a new office location, based not in one of the world’s great cities, but in popular video game platform Roblox.
The agency’s creatives recreated VCCP’s headquarters Greencoat House, ordinarily found in London Victoria, on the platform with the aim of educating VCCP staff about the possibilities for advertising within gaming – and the chance to shoot its annual staff ’school photo.’
Agency VCCP has recreated its offices in Roblox
Alex Dalman, business director of Innovation at VCCP London, said: ”Gaming can be such an invisible world to non-gamers out there, especially for non-gamer marketers, so we really wanted to show the possibilities within creative games like Roblox for VCCP employees and our clients, and also have a bit of fun too while we are at it. The only way to appreciate the scale of what can be achieved for brands is to try it out for yourself – go have a play now.”
VCCP’s virtual offices aren’t just for agency staff – those curious, or nosy enough, can stop by for a visit by searching ’VCCP’ in Roblox.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Though Roblox is a platform for online gaming, it’s developed into a platform for branded entertainment and even corporate use in recent years by names such as the BBC, Netflix and Nike.
In 2021, it hosted 50 million daily active users across 180 countries, with those users spending a total of 9.7bn hours inside the title.
The virtual Greencoat House was built through VCCP’s global content studio Girl&Bear, in collaboration with TrustMelmRussian, a professional Roblox builder. Dalman, alongside assistant creative directors Ben Hopkins and Morten Legarth, led the project.
Hopkins and Legarth said: ”As gamers and creatives, we’re incredibly excited that this space is getting more attention. Roblox is just one of many virtual, vibrant communities with rich opportunities for new ideas and ways for brands to interact with audiences. We want to lead by example; VCCP X Roblox isn’t about talking a good game, it’s about putting ourselves in the game to help immerse colleagues and clients about the opportunities ahead. It’s also a ton of fun.”
The building has five distinct floors, including mini-games, VCCP-themed collectibles and homages to the agency’s various clients – such as a set of dominos for Domino’s, a meerkat enclosure for Compare The Meerkat and Bubl, the robotic mascot of cell network O2.
Though VCCP Partnership chief executive Michael Sugden stated that ”no laws of gravity exist” in the themed virtual world, bosses still do – VCCP founders Charles Vallance and Adrian Coleman have been instated as NPCs.
Sugden said the Roblox premises could gain further uses down the line. He said: ”We created a really accessible learning environment for our global network of staff to play in, get to know this amazing platform, and understand just how powerful it can be for our clients. Having an office in Roblox means we can meet, socialize and work in an exciting environment, and even pitch.”