Serviceplan Bubble and O2’s surreal Every Home commercial introduced the idea that O2 has the right internet to suit every home in a way that had to be noticed.
The next phase was to translate the ad to the gaming world and reach younger target groups using Twitch and Minecraft. The Every Home was built in Minecraft.
The highlight of this new phase was a live stream on April 7. Viewers were able to watch as the Every Home build was completed. In a stream lasting more than three hours, viewers could watch live on Twitch how well-known gaming influencers and Minecraft fans throughout Germany – including @rewinside (1.7 million followers on Twitch), @papaplatte (1.6 million followers on Twitch), @dhalucard (468 thousand followers on Twitch) and @varion (66 thousand followers on Twitch) – finalised the previously constructed key visual in Minecraft.
The final stages of the Every Home build from a total of 300,000 blocks was watched live on Twitch by 270,000 viewers, an average of 18 minutes per person. This equates to a total time spent of 4.7 million minutes.
The interactive experience was full of mini-games and small adventures. Something surprising was waiting for Minecraft gamers in every apartment and around every corner of the Every Home. After about one and a half hours of livestreaming, the Minecraft server was opened to the community – those who quickly completed the course in the Minecraft world had the chance to win numerous prizes, including one of five PlayStation 5 or one of ten Xbox Series X, which are highly sought-after by consumers.
The second competition phase took place on April 14 between 8:30 pm to 10 pm.
The Every Home in Minecraft can now be played independently of the two competition rounds until the end of April.
The social stunt was accompanied by an online and social media campaign in addition to Twitch as a streaming platform. The action was announced and accompanied on social media, on a central website and on gaming sites. At the point of sale, potential customers were also invited to participate in the livestream.
Watch the highlight videos by influencers @rewinside and @dhalucard.
Michael Falkensteiner, director of brand & marketing communications O₂ Telefónica, explained, “With the Every Home in Minecraft, we are creating awareness for our Internet@home offer in the young target group with an affinity for gaming. Gamers in particular have very high expectations of their high-speed internet connection. With this initiative, we want to anchor O₂ in the minds of young people when they think of fixed networks. To do this, we are breaking new ground and transferring our campaign to the challenging gaming world.”
Leif Johannsen and Patrick Matthiensen, managing partners creation, Serviceplan Bubble, added, “We are particularly pleased that with the construction of the Every Home in Minecraft we have created a campaign key visual that influencers and Minecraft fans can experience together.”
Credits:
Client: O2 Telefónica Deutschland
Director of Brand & Marketing Communications: Michael Falkensteiner
Principal Marketing Communications Inlife & Digital Transformation: Florian Jedlitschka
Team Lead Social & CBM: Nikolaus Lemli
Senior Digital Content & Social Media Manager: Nadine Zich
Junior Social Media Manager: Lena Lötzer
Agency: Serviceplan Bubble
Managing Creative PartnerS: Leif Johannsen & Patrick Matthiensen
Managing Partner: Lars Holling
Creative Director Art: Pavel Bondarenko
Creative Director COPY: Daniel Steller
Senior Art Director: Lukas Bruhn
Art Director: Felix Ebell
Senior Copywriter: Philipp Gohla
Copywriter: Philip Ziegler
Client Service Director: Sabrina Schwartz
Junior Account Manager: Johanna Pitz
General Manager Social Media: Niat Asfaw Graça
Senior Concept Creator: Sebastian Tomaszewski
Senior Motion Designer: Oleg Friesen
Social & Content Director: Charles Bahr
Media: Havas Media Germany
Influencer Relations: Intermate Media
Influencer Management: flow:fwd
Server-Provider: Nitrado.net
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