O2 Germany rebuilt its Every Home ad inside Minecraft for 270,000 Twitch viewers

Extend the 'Every Home' campaign ('Internet for home. For every home') into Twitch and Minecraft to reach a youth demographic with gaming affinity and sell O2's Internet@home.

The 'Every Home' ad — one building holding Bauhaus, retro-chic, family flat and one-room lives — rebuilt one-to-one in Minecraft, walkable and full of mini-games.

On 7 April 2022 streamers @rewinside (1.7M Twitch followers), @papaplatte (1.6M), @dhalucard (468K) and @varion (66K) finalised the 300,000-block build in a three-hour livestream; the server then opened to the community, with PS5 and Xbox Series X prizes for the fastest, playable until the end of April.

270,000 viewers watched the final build live on Twitch, averaging 18 minutes each — 4.7 million total minutes watched; the playable world stayed open through late April 2022.

In December 2021, Serviceplan Bubble and O2 had launched 'Every Home', a spot depicting one epic building that demonstrates different aesthetics and generational ways of living — Bauhaus style, retro-chic, a family flat, a one-room apartment — to visualise the slogan 'Internet for home. For every home'. The next phase took the ad somewhere ads rarely go: the gaming world.

The plan was to reach younger target groups via Twitch and Minecraft and build awareness of O2's Internet@home offer among gamers, who, as O2's Michael Falkensteiner put it, 'have very high expectations of their high-speed internet connection'. The highlight came on 7 April 2022: a livestream of more than three hours in which well-known German gaming influencers — @rewinside (1.7 million Twitch followers), @papaplatte (1.6 million), @dhalucard (468 thousand) and @varion (66 thousand) — finalised the 'Every Home' key visual, built one-to-one from a total of 300,000 blocks.

The finished world was walk-through and interactive, with mini-games and surprises in every home and around every corner. After about ninety minutes of streaming, the server opened to the community: the fastest players through the course won prizes including one of five PlayStation 5 or one of ten Xbox Series X, with a second competition phase on 14 April and the world playable independently until the end of April. The final build stages drew 270,000 live Twitch viewers, averaging 18 minutes each — 4.7 million minutes of total attention, supported by social, a central website, gaming site

Young gamers judge internet providers hardest, making them the right audience for a fixed-network message.

Twitch and Minecraft are where that audience already spends hours, not seconds.

Rebuilding the ad's key visual as a playable space lets people inhabit the 'every home' idea literally.

Streamers with millions of followers brought their own audiences into the brand's world.

A key visual is a campaign asset until you rebuild it where the audience lives — then it becomes a place, and places hold attention for minutes, not seconds.

The Minecraft world stayed playable, independent of the two competition rounds, until the end of April 2022; the source records no conversion figures for Internet@home.