Managing Director/Executive Creative Director
at
Heimat Werbeagentur GmbH
Berlin, Germany
| Title | Make it your project |
| Agency | HeimatTBWA\ |
| Campaign | Make it your project - Hornbach DIY |
| Advertiser | Hornbach. Bau- & Gartenmärkte |
| Brand | Hornbach |
| Posted | May 2010 |
| Business Sector | Tools, Do-It-Yourself Products |
| Story | SUMMARY: HORNBACH is a DIY specialist with 130 stores in nine European countries, but faced a daunting challenge in 2009 due to its positioning as a project DIY store. How could people be persuaded to commit to large (and expensive) DIY projects despite the economic crisis? The business objectives were to keep pace with the industry's anticipated growth rate (+2%) and to extend HORNBACH's penetration to achieve the sales goal. The communication objectives focused on transforming HORNBACH into a leading brand, distinguishing brand images and increasing sympathy for the brand. Alongside the core target group of consumers with DIY affinity, the entire public needed to be targeted and emotionally charged. A crucial factor in the development of this campaign was consumer psychology: particularly how people feel exposed and powerless in the face of a global crisis. This became the central insight for the campaign. DIY projects offer consumers a chance to combat their feelings of powerlessness as they gain self-empowerment by taking matters into their own hands! Alongside the TV commercial designed to emotionally charge the public in a more abstract way, the online campaign provided concrete ideas about "taking action". HORNBACH launched a pan-European contest, to which everyone could submit ideas about their very own personal project. Alongside the TV commercial designed to charge the public emotionally in an abstract way, the online campaign provided concrete ideas about "taking action": As a prize, HORNBACH financially supported the most unique and fascinating projects. As a direct result of the campaign, HORNBACH achieved an 40% increase in sales in Germany during the third quarter compared to the competition. In Western Europe, HORNBACH accomplished like-for-like growth of +5% 2.5 times more than expected. 116 blogs and no less than five popular TV stations snapped up the "anthem to taking action" and gave it their own creative spin. Finally, the Europe-wide contest for the "Craziest DIY projects" achieved more than 1,000 applications from all nine HORNBACH countries. In Germany, Netherlands & Switzerland alone, Hornbach reached over 4 million new customers. |
| Media Type | Case Study |
| Market | Germany, Netherlands, Switzerland |
| CEO Consultancy | Matthias von Bechtolsheim |
| CEO Strategy | Andreas Mengele |
| Account Director | Mark Hassan |
| Creative Director | Matthias Storath |
| Graphic Designer | Teresa Jung |
| Marketing | Sylvia Späathe |
| Head of Advertising | Frank Sahler |
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