Title | ACT AGAINST UGLINESS |
Brand | HORNBACH |
Product/Service | DIY HOME IMPROVEMENT SUPERSTORES |
Category |
C04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
Entrant Company
|
HEIMAT Berlin, GERMANY
|
Advertising Agency
|
HEIMAT Berlin, GERMANY
|
Production Company
|
CZAR Berlin, GERMANY
|
Credits
Guido Heffels |
Heimat/Berlin |
Chief Creative Officer |
Matthias Von Bechtolsheim |
Heimat/Berlin |
Ceo |
Maik Richter |
Heimat/Berlin |
Account Supervisor |
Ramin Schmiedekampf |
Heimat/Berlin |
Creative Director |
Frank Hose |
Heimat/Berlin |
Creative Director |
Christina Walke/Fabian Stein |
Heimat/Berlin |
Account Manager |
Kerstin Heffels |
Heimat/Berlin |
Agency Producer |
Lionel Goldstein |
CZAR |
Director |
Jan Finke |
CZAR |
Executive Producer |
Boerge Heesemann |
CZAR |
Producer |
Lieven Van Baelen |
CZAR |
Director Of Photography |
Emmanuel Van Hove |
CZAR |
Editor |
David Arnold |
CZAR |
Sound Design |
The Brief
Overgrown gardens, ramshackle fronts – the first sunlight of Spring does not only uncover beauty. Our task was to tackle the ugliness and establish the HORNBACH DIY stores and the company’s unique concept – such as wide product range, permanently low prices, well-trained and service-oriented employees for project customers and DIY enthusiasts.
Creative Execution
The trash bag motivated people to get to work. All over Germany, projects were started and neighborhoods improved. In their projects, people used ideas and energy to tackle the ugly and create beautiful and creative spaces.
HORNBACH supported people in their projects with both the know-how of their staff as well as their large amount of products at permanentely low prices. That way, HORNBACH became the partner for everyday beauty.
Describe the creative solution to the brief/objective.
The campaign „Act against ugliness“ is based on the idea of motivating DIY’er not only to improve their own houses but to get whole Germany to work and go about public spaces outside of their own four wall.
Using a microsite it only took us a few days to spread the idea throughout the country. Via the microsite, people could send HORNBACH trash bags to friends to push them to act against the ugly.
We declared May 18th as „Day against ugliness“ and all over Germany individuals, friends and initatives came together to follow HORNBACH’s call.
Results
The campaign performed highly successful in both TV and onlin and returned brutto spendings multiple times. The total TV ROI equals 2,26€.
The campaign improved the perceived perfomance. Participants, who were exposed to OOH posters, HORNBACH print media or the trash bag rated the image significantly better than the control group. 80% of all participants are satisfied with the large product choice at HORNBACH.
37% remembered the TVC (unaided)
52% remembered OOH measures
48% remembered the trash bag installation
10% more Fans on Facebook
1.075.272 people saw content associated with the hornbach Facebook Page