| Title | The Hornbach Hammer - Made from Real Armour Steel |
| Agency | HeimatTBWA\ |
| Campaign | The Hornbach Hammer |
| Advertiser | Hornbach. Bau- & Gartenmärkte |
| Brand | Hornbach |
| Posted | August 2013 |
| Business Sector | Drugstores, Specialty Stores |
| Story | SUMMARY: After several years of growth, 2012 saw the German and Austrian DIY sector face a slight decline in sales, coupled with potentially damaging price competition. For Hornbach, it was clear that engaging in a price war was out of the question, because of their “permanently low prices”. For Hornbach to stop the declining sales trend and achieve further growth, brand communication was vital to help the brand stand out from its competitors. They also wanted to strike a chord with DIY enthusiasts to increase brand desirability and bring more people than ever closer to Hornbach. The creative idea was to create an object that any DIY enthusiast would wish to own – and that only Hornbach could provide. The communication strategy therefore revolved around the launch and sale of this exclusive product, which would itself become the campaign: It only took 2.5 hours for the Hornbach Online Shop to sell out of Hammers altogether. In the stores in Germany and Austria, all the Hornbach Hammers were gone in just three days (6, 7 and 9 July). The website “canigetmyownhornbachhammer.de” clocked up over 4 million visits within 5 days. And, during the business year 2013, Hornbach grew its business by 2.9%, while the overall gross turnover of the DIY store sector saw a decline of 2.6%. |
| Media Type | Television |
| Length | |
| Market | Germany |
| Production Company | Bigfish Film Production |
| Director | Tobias Perse |
| Executive Creative Director | Guido Heffels |
| Director of Photography (DOP) | Casey Campbell |
| Account Director | Christina Walke |
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