Celestale
BTPixels
A commission from ADEME and the French Ministry for Housing, produced by Skytale, the team behind Celestale
Raising young generations' awareness of building trades and energy renovation, by having them build the building of tomorrow. On Minecraft, over a single weekend, from 25 to 27 March 2022.
The impact in figures
A short educational activation, but a real footprint. On the Minecraft community as well as on the calls received by ADEME during the weekend.
The trailer
The presentation of the operation, from the residential neighbourhood to the players' plots.
Why this campaign
The building sector lacks vocations and carries a decisive part of the climate transition. ADEME and the Ministry for Housing wanted to speak to young generations. The agency La Chose chose to go onto their turf.
A central sector
Buildings account for 47 percent of France's final energy consumption and a quarter of greenhouse gas emissions. The transition runs through them.
Vocations to create
The public objective targeted 300,000 new entrants into the building sector, including 150,000 in energy renovation. It still had to spark the desire.
The right medium
Minecraft is the most played building game in the world. Talking about sustainable building to young people who already build was the perfect match between the message and the ground.
“What is very strong with ADEME is that, as a state agency, it usually heads toward very institutional communication. Here, it wanted to break the codes and attract young people by going onto their turf.”
2 quests, 2 objectives
The map takes the form of a fictional residential neighbourhood, with its main street, its building sites, its climbable crane, its park. You explore it, talk in it, build in it. The whole device rests on 2 quests.
Meet the trades
The player meets more than 20 characters, each embodying a building trade. Architect, heating engineer, plumber, engineer, roofer. Their dialogues, written by La Chose, break the clichés and reveal the roles the public never sees.
Build the building of the future
Each player receives their plot and designs an eco-friendly building on it. Free theme, only 2 constraints, inventiveness and restraint. Moving from awareness to action, and making the player a bearer of solutions.
“These 2 quests match the 2 aims of the communication, raising awareness of the trades through meeting all these characters, and the call to action.”
What the players imagined
More than 130 plots, as many answers to the same question, what does the building of tomorrow look like. The players drew on a wide palette of solutions.
Solar panels, domestic wind turbines, rainwater harvesting, green roofs, external insulation, through-flowing natural light, bio-based materials.
The system that held it all together
On Skytale's side, the main challenge was the plot system. Letting more than 100 players build at the same time, each on their own, without encroaching on the neighbour, and saving each work reliably.
Individual plots
A custom plugin to isolate, assign and save each plot, all the way to auditing the builds once the weekend was over.
Quests and dialogues
The mechanic of the 2 quests, the interaction with more than 20 characters, and a short tutorial to make the experience accessible in a few minutes.
Handling the rush
An infrastructure sized to absorb the peaks of the Twitch live and stay stable throughout the activation.
Carried by Aypierre
Aypierre
A leading Minecraft streamer, more than 370,000 subscribers at the time. The Friday-evening opening live turned the discovery into a first guided tour. More than 18,000 views and 2,500 comments in 2 hours, the word of mouth for the rest of the weekend.
An award-winning campaign
BTPixels remains one of the first large-scale public-interest activations on Minecraft in France, and proof that video games can serve a cause.
Gold Trophy, Major Cause
At the Marketing E-Sport and Gaming Trophies 2022, for the public-interest reach of the campaign.
Gold Trophy, Placement
The same year, for the finesse of the platform choice and the match between message and medium.
Press coverage
La Réclame - Journal du BTP - Construction Cayola - AssurlandPro - Air of Melty - e-marketing.fr - Planet Minecraft - Minecraft France
A 4-voice co-production
ADEME and Ministry
The Agency for Ecological Transition and the Ministry for Housing lead the project, within a broader effort to raise awareness of the building sector and energy renovation.
La Chose
The agency designed the campaign, the activation strategy and the dialogue writing. Charles Flamand and Timothé Soudet led the project on the agency side.
Endorah
The residential neighbourhood, the building sites, the park and the scenery, by a team of about 10 people.
Direction bigbublle & Cryzopha. SolHeaven, adrichefclan, Genkisayan, MissFlamme, Helione, Noleler, and others.
Skytale
The server, the plot system, the quest mechanic, the interactions and the stability of the experience throughout the weekend.
The team behind Celestale.
Press coverage
- La Chose, l'ADEME et Minecraft pour les métiers du BTPlareclame.fr, 09/06/2022
- BTPixels pour l'ADEME, fiche réalisation de La Choselareclame.fr
- Les métiers du BTP mis à l'honneur dans MinecraftJ'ai un pote dans la com, 25/03/2022
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