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← Back to IdeasPixels become plans: Ogilvy launches gaming campaign for Schwäbisch Hall
Frankfurt, August 4, 2025 – We humans build houses throughout our lives: first with building blocks and toy bricks, later digitally with pixels. But in real life, we don’t get much out of these very special structures.
This is precisely where a new campaign by Ogilvy Group Germany for Bausparkasse Schwäbisch Hall comes in: #MakeItReal connects the boundless world of gaming with real life, showing young people that their gaming worlds can be the first step toward a real future in housing.
The central message is therefore aimed directly at the young target group (16 to 26 years old): “Turn pixels into plans. And make reality your game.” With #MakeItReal, Schwäbisch Hall is consciously positioning itself as a leading financial expert and trusted partner for realizing dream homes, even for the gaming generation.
Gaming meets real dreams
Sabrina Sturm, responsible for the campaign at Schwäbisch Hall: “We want to use the courage to be creative in the gaming world to show young people what is possible in reality if you start early enough.”
The campaign relies on a strong key visual that shows gaming houses in a real environment, thus building a bridge between digital creativity and realization. In addition, 6- and 20-second online videos are used, which are primarily played on Twitch, but also on ATV and CTV. The communication is supplemented by social media content on Instagram and TikTok, as well as audio spots on Spotify and in gaming podcasts.
Of course, the campaign will also be visible around Gamescom in Cologne, one of the largest gaming trade fairs worldwide, with comprehensive digital out-of-home measures and a promotional tour.
“We use Passion Point Gaming as a source of inspiration,” says Timo Eich, Account Director at Ogilvy. “This gives us a wide range of opportunities to reach the target group in unusual ways,” adds Simon Oppmann, Creative Director at Ogilvy.
Strengthen brand awareness among young target groups
The aim of the new communication strategy is to increase awareness of Schwäbisch Hall among young people and to convey the positive image of Germany’s largest building society (approx. 7 million contracts and almost 3,000 experts) to the next generation. The guiding principle will be continued with youth-oriented moving image content relating to finance and housing.
The #MakeItReal campaign will launch on August 4, 2025.
Vimeo link, Bausparkasse Schwäbisch Hall - #MakeItReal: https://vimeo.com/1106094924?share=copy
The creators
Schwäbisch Hall
B2C Content & Creation: Sabrina Sturm;
Head Contentmanagement & Creation: Sebastian Flaith;
Head Media and Online Marketing: Fabian Blumenstock
Ogilvy
Strategy: Sybille Paulsen (Senior Strategic Planner), Joan Gabel (Junior Strategic Planner); Creation: Simon Oppmann (Creative Director), Peter Roemmelt (Executive Creative Director), Laura Hofmann (Senior Art Director), Sara Steiner (Senior Copywriter), Sven Moormann (Junior Art Director); Consulting: David Henkel (Client Service Director), Timo Eich (Account Director), Anna Engel (Account Director Influence); Production: Tanja Frohwerk (Senior TV Producer), Simone Kulessa (Art Buyer)
Film production: Ars Thanea; Consulting on Gaming: The Invaders; Audio production: Hogarth; Costume production: Tom Haass; Social Paid: Adbaker
Ogilvy press office
Ogilvy GmbH, Darmstädter Landstrasse 112, 60598 Frankfurt am Main, Germany
Telephone: +49 69 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Germany