Bausparkasse Schwäbisch Hall is continuing its “#MakeItReal” campaign, initiated in 2025. Under the guiding theme “From Madness to Home-Sense,” mechanisms are taught on how abstract housing ideas can be realised into concrete projects, and what foundational steps young people aged 16 to 24 can take early on. The campaign's conceptual development was a collaboration with agencies Ogilvy and Social.Lab.
The current housing market continues to be characterised by a tense situation, marked by high rental prices, limited housing supply, and rising purchase prices. Despite these circumstances, 69 per cent of 16- to 24-year-olds aspire to home ownership. This finding comes from a recent survey by Bausparkasse Schwäbisch Hall and forms the reference point for the “#MakeItReal” campaign. The motif “From Madness to Home-Sense” addresses the conflict between high individual housing aspirations and the simultaneously low expectations regarding their feasibility.
In 2025, the campaign was under the slogan “Turn Pixels into Plans,” which sought a direct connection to gaming culture, including through a digital house-building challenge. The current phase of the campaign focuses on the transformation from inspiration to practical implementation. The core message remains unchanged: individual housing dreams are achievable, and pursuing such goals is worthwhile.
Dr. Mario Thaten, a member of the Board of Management at Bausparkasse Schwäbisch Hall and responsible for the Market division, explains the orientation: “Young people represent future property owners. We take their plans and the associated challenges seriously.” He adds that, especially in the current market situation, early engagement on the importance of saving, planning, and flexibility is necessary. The aim is to practically support young people on their way to owning their own home and show them concrete courses of action.
The campaign is disseminated across various digital channels such as Instagram, TikTok, YouTube, and Twitch, and includes short videos as well as specific financial education content. Further formats are to be implemented in the second half of the year, including the “#MakeItReal Roomtour” and the “#MakeItReal Dream House Awards.” These formats will be realised in collaboration with creator Rewinside, a qualified property manager. He will present special housing concepts and, together with Bausparkasse Schwäbisch Hall and other creators, initiate a creative competition. Bausparkasse Schwäbisch Hall supports young people on their path to home ownership together with its partner banks within the Cooperative Financial Group. Individual on-site advice is offered through the branches of Volksbanken and Raiffeisenbanken.
