| Title | ACT AGAINST UGLINESS |
| Brand | HORNBACH |
| Product/Service | DIY HOME IMPROVEMENT SUPERSTORES |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
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Entrant Company
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HEIMAT Berlin, GERMANY
|
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Advertising Agency
|
HEIMAT Berlin, GERMANY
|
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Production Company
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CZAR Berlin, GERMANY
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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 |
| Kerstin Heffels |
Heimat/Berlin |
Agency Producer |
| Christina Walke/Fabian Stein |
Heimat/Berlin |
Account Manager |
| 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 |
Results and Effectiveness
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
Creative Execution
The campaign started on March 10th 2014 with a viral video on
HORNBACH’s Facebook page. Postings on Facebook as well as online banner linked to the „Act against ugliness“ microsite where users could send out the trash bags.
To raise attention, a 10m high trash bag was installed close to Berlin Alexanderplatz and quickly found its way into the social web. Also celebrities such as comedian Joko reacted on the installation and started their own projects.
CLP and MLB supported the campaign and established HORNBACH as partner in the fight against ugliness.
A TV spot showed, how pitching in against ugliness can transform a whole city.
In HORNBACH markets, the trash bags were given away for free and people could get professional support in their personal battles against ugliness. Numerous initiatives asked HORNBACH for help. All came together on May 18th–the day against ugly–and worked together with HORNBACH.
Insights, Strategy and the Idea
In Spring 2014, HORNBACH called out to “Act against ugliness.”. The campaign aimed at increasing market share by motivating as many people as possible to get to work in Spring, traditionally a time of high turnover for DIY markets. As a twist HORNBACH wanted people to not only work on their private projects but to help improving public spaces and see the DIY market as their ultimate partner for projects for all sizes.
Our main target group were DIY’ers and all people, who see spring as the best time of the year for positive change. Our message to all those people: if you are only surrounded by hideous things, then, one day, you will become hideous yourself.