FiberCraft - Bezeq's Minecraft Metaverse Activation
A pioneering digital activation that brought Bezeq's "One Million Homes Connected to Bezeq Fiber" campaign into the metaverse
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Overview
"FiberCraft" was a pioneering digital activation launched alongside Bezeq's milestone campaign: "One Million Homes Connected to Bezeq Fiber." In an age where brands strive to connect with younger audiences through immersive and innovative experiences, Bezeq, in collaboration with Danny Levy Communications, pushed the boundaries of digital marketing with "FiberCraft."
Campaign Objectives
Engage Younger Audiences
Leverage Minecraft's popularity among Israeli youth to create meaningful brand connections
Launch Israel's First Branded Metaverse
Create a digital environment where users could interact with Bezeq's services
Generate National PR
Achieve wide-scale exposure through a creative concept that would generate buzz and conversation
Project Builds
FiberCraft City Overview
Panoramic view of the entire digital metropolis
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Shefa Store Interior
Detailed supermarket interior
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Urban Street View
City infrastructure and streets
Bezeq's Iconic Villa
Luxurious villa with swimming pool from Bezeq's national campaign
Store Overview
Complete view of the supermarket interior
Production Process
Concept Development & Collaboration
The campaign was ideated in collaboration with Danny Levy Communications, aligning Bezeq's core values with the Minecraft universe. The goal: to translate fiber connectivity into a fun, interactive virtual experience, making technology feel personal and engaging.
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Creating the Virtual World
We recreated iconic and familiar sites inside the Minecraft world, bringing Bezeq's vision to life in an interactive digital space.
- Bezeq's iconic villa from its national ads
- The beloved Shefa Yissachar supermarket from the cult TV series Kupa Rashit
- A full digital city where players could connect buildings to fiber-optic networks via interactive terminals
Player Engagement
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Community Event
Players gathering for special events
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BFiber Interaction
Interactive fiber connection points
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City Exploration
Players discovering urban features
Gamification & Incentives
A competition element was introduced: the first 10 players to score one million points won Oculus Quest 2 VR headsets. This mechanic successfully boosted user engagement and session time, driving participation and excitement.
Media Content
Kupa Rashit Minecraft Episode
Content Creator Collaborations
Results & Achievements
Key Metrics
Views on the Kupa Rashit Minecraft episode
Total entries to the Minecraft server
Views across YouTuber-generated content
Unique players
Awards
Gold Award
Granot Creative Awards – recognizing high-level creativity in Israeli marketing
Booster Award
Israeli Marketing Association for impactful digital marketing campaigns
Acknowledgments
We extend our deepest gratitude to all partners who brought FiberCraft to life:
- Danny Levy Communications – for visionary leadership in PR and concept development
- The Marketing Division at Bezeq – for believing in the concept and enabling bold innovation
- Adler Chomski – for top-tier creative and strategic execution
- HaParlamentum Productions – for producing a brilliant Minecraft version of Kupa Rashit
- The original cast and creators of Kupa Rashit – for bringing their magic into the metaverse
- Our gamer community, influencers, and fans – for your passion, creativity, and incredible engagement