The rental price in Spain has risen so much that it has lead to a paradigm shift:

Nowadays, individuals between the ages of 26 and 35 are the most likely to buy an apartment.

Statistics National Institute

Metrovacesa, a construction company with more than 100 years of history,

had the need to reach an audience who believed the only house they were going to own was one in the Sims.

We reconstructed Torres del Cel, a housing development especially accessible to young people, within 3 iconic videogames for this generation: Minecraft, The Sims 4 and Lego Worlds.

Something boring like a real estate product was turned into attractive content for gamers, who made houses their own, while decorating them to their liking.

According to AIMC Marcas:

- 35% of young people between 24 and 35 are gamers

- Videogames are the platform they are mostly engaged to with an 38% rate, even more than the internet (21%), radio (3%) or TV (-8%).

We focused the strategy in videogames, creating an unique campaign for them and engaging them to take part on it.

3 YouTubers interpreted the original building plans,

adapting them to the distinctive features of each videogame .

They made several streaming broadcasts inviting their followers to participate in the project, they published videos that showed the whole process and they hooked the players so that they also made the houses their own.

Player reacted co-creating different decoration projects and sharing them online, even uploading their own videos explaining how they did it.

+ 250h of construction time

3 builders

1M followers

+ 5 streaming broadcasts with +1K interactions

+20K views in the first 24h

+ 44k impressions

+ 400h of playing time

A new generation of interior designers:

+200 co-created design projects