News
← Back to IdeasBuilding society savings, but make it Gen Z: Schwäbisch Hall and Ogilvy turn #MakeItReal into a dream-home challenge for an entire generation
Frankfurt, 1 September 2026 – How do you get Gen Z to think about building society savings? By starting not with contracts, but with their dreams. Schwäbisch Hall and Ogilvy Germany are continuing the #MakeItReal campaign platform, inviting young people to dream big, develop their own visions of home and share them with the community.
Following last year’s gaming focus, the 2026 campaign is bigger, more varied and open to everyone. Whether it is a digital design, a drawing, a build created in a game, or a model made from wood, modelling clay, paper or Lego bricks, what matters is not the medium but the idea. This turns an abstract future-facing topic into a creative question that speaks directly to young people: how do I want to live one day – and what can I do today to make that dream a reality?
The high-impact launch was a room tour with creator Rewi. In a docutainment format, he visits some of Germany’s most extraordinary places to live – buildings that their residents have transformed into highly individual dream homes. The room tour shows just how varied living can be and makes tangible what becomes possible when an idea turns into a concrete plan.
Today, Rewi’s Twitch livestream marks the official start of the nationwide #MakeItReal Dream Home Challenge. Participants can submit their designs in one of five categories at makeitreal.schwaebisch-hall.de. Each category winner will receive €3,000 in start-up capital for their own dream home. In this way, the campaign combines inspiration with activation, and creative self-expression with a first step towards financial planning.
“With the second phase of #MakeItReal, we are consistently developing the platform further: from a focused gaming approach to an open invitation to an entire generation. We are giving young people space for their own ideas and showing that every dream home can look different – built, drawn, coded or designed. At the same time, we support them in turning a personal idea into a tangible vision for the future,” says Sabrina Sturm, Team Content & Creation at Schwäbisch Hall.
The campaign will run across Instagram, TikTok, YouTube, audio, Twitch, social ads, placements with streaming providers and the campaign website. Creator content and community activation are deliberately interlinked: the room tour generates attention and inspiration, while the challenge invites young people to actively engage with their own wishes for how they want to live. Schwäbisch Hall is positioning itself as a partner that accompanies young people from the first idea through to the possible realisation of their dream home.
“With #MakeItReal, we have created a scalable and measurable content platform that connects Schwäbisch Hall with Gen Z over the long term. At the same time, we translate a product that requires explanation, such as building society savings, into a relevant and appealing narrative: abstract provision for the future becomes a concrete first step towards owning your dream home,” says Sara Steiner, Senior Creative Concepter & Copywriter at Ogilvy Germany.
With this continuation, Schwäbisch Hall is expanding #MakeItReal from a one-off activation into a long-term content and community platform. The combination of entertainment, creator culture and creative participation brings the topic of building society savings to the places where young audiences look for inspiration, share ideas and imagine their future.
Further information and participation: makeitreal.schwaebisch-hall.de
YouTube link: https://www.youtube.com/watch?v=YZNM62bUquc
The makers
Schwäbisch Hall
Hanna Seitz, Social Media Marketing
Sophie Jacoby, Social Media Marketing
Stephanie Augustin, Team Content & Creation
Sabrina Sturm, Team Content & Creation
Fabian Blumenstock & Team, Media Management
Ogilvy
AI & Client Operations: David Henkel; Account Management: Timo Eich; Creative: Laura Hofmann, Timon Osche, Sara Steiner; Project Management: Simone Kulessa; Strategy: Beatriz Nunez Espallargas; Influence Marketing: Marie Brandenburg, Katarzyna Koziol
Partner
Sebastian Meyer, Content Creator Rewi
Space artist management, Management Rewi
Julius Buddenberg and Tom Thomä, Rewi film crew
Solutions, film crew for BSH influencer Marko
Media
WPP Media
Adbaker
Ogilvy Germany Press Office
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: +49 172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Germany