Schwäbisch Hall launched an unconventional marketing play this summer: pay gamers to build their dream houses. The #MakeItReal challenge, crafted by Ogilvy with gaming consultancy support from The Invaders, transforms virtual construction into real financial engagement.

The Setup

Launching strategically around Gamescom in Cologne, the campaign ran from August 24 to September 8 with a compelling proposition: build your dream house in any video game and compete for substantial prizes. The prize structure was designed to attract serious participation:

First place: €10,000

Second place: €5,000

Third place: €2,500

Rather than relying on traditional financial advertising, Schwäbisch Hall partnered with two of Germany’s most influential gaming content creators:

• Rewinside: One of Germany’s largest streamers and a Minecraft icon
• CastCrafter: Another major figure in the German Minecraft community

These partnerships provided authentic access to gaming audiences in virtual worlds where they are already demonstrating planning and creativity. Leveraging gaming platforms where building and housing plays a central role, like Minecraft, Sims and the House flipper series.