Title	SEPARATING AMATEURS FROM TRUE DIY-ENTHUSIASTS. THE HORNBACH SPRING COLLECTION.
Brand	HORNBACH
Product/Service	DIY HOME IMPROVEMENT SUPERSTORES
Category	C06. Trade Stands / Exhibitions
Entrant Company	HEIMAT Berlin, GERMANY
Advertising Agency	HEIMAT Berlin, GERMANY
Media Agency	CROSSMEDIA Düsseldorf, GERMANY
Production Company	TRIGGER HAPPY PRODUCTIONS Berlin, GERMANY

Name	Company	Position
Guido Heffels	Heimat/Berlin	Chief Creative Officer
Frank Hose	Heimat/Berlin	Creative Director
Ramin Schmiedekampf	Heimat/Berlin	Creative Director
Felix Pfannmueller	Heimat/Berlin	Art Director
Marlon Fischer	Heimat/Berlin	Copywriter
Tim Holtkötter	Heimat/Berlin	Account Director
Christina Walke	Heimat/Berlin	Account Director
Carl Erik Rinsch	Trigger Happy Production	Director
Bjorn Charpentier	Trigger Happy Production	Cinematographer
Stephan Vens	Trigger Happy Production	Executive Producer
Ben Mccambridge	Trigger Happy Production	Editor

Brief Explanation

As a DIY store chain, HORNBACH provides their hardcore DIYcustomers, who have an almost obsessive passion for big projects and hard work, with everything they need for their projects. In an extremely competitive market, it is hard to stand out. In order to really connect with the customers and create a relatable insight, HORNBACH decided to use one thing all DIYers have in common: the sweaty, worn out, dirty work clothes. Honouring them with a sew-on label carrying the name HERZBLUT (which can be translated as ‚commitment’ or ‚passion’). The OOH exhibition was the grand final of the campaign.

The Brief

The communication in DIY stores tends to be quite similar and even outstanding and impactful campaigns have an end. So the goal was to create something sustainable for the HORNBACH brand. Something that outlasts the campaign and is a strong representation of the unique positioning and values of HORNBACH.

How the final design was conceived

For the design of the hoarding we took our beloved working apparel from HORNBACH customers as template. Therefore many elements of worn out textiles can be found on the wall. Stains, seams and dirt were used as design elements. In addition the sensations associated with DIY were symbolized. This lead to an intentional rough and imperfect design. But always bold and striking. A strong contrast to the typically smooth and staged fashion advertising was created.

Indication of how successful the outcome was in the market

The positive resonance of the Herzblut Campaign resulted in a PR-value of 13.534.671€ (99.000€ directly related to HORNBACH's spectacular use of a town fence). Over thirteen times the level reached by the HORNBACH Hammer (awarded 73 times). Engagement levels online were record-breaking with 509.271 people sharing stories about Herzblut (126 times above HORNBACH’s average). On top of that, the campaign spurred people into action to an unprecedented degree: 3.434 DIYers responded to HORNBACH’s mailing invitation by bringing their own working clothes to HORNBACH and getting the label “HERZBLUT” sewn on it. Overall, the 500.000 gratis Labels were gone across Europe in under a week and even sold on eBay for 31,50€ each! These results show how HORNBACH successfully cut-through the competitors’ noise and strucked a chord with DIYers – once again. And most importantly: 500.000 people will proudly show to the world that they are truly passionate about DIY with the „HERZBLUT“: a batch of honour sewed to their pants, overalls, shirts and jumpers. HORNBACH will therefore live closer than ever to its consumers for as long as they wear these sweaty, worn out, dirty working clothes.