SEPARATING AMATEURS FROM TRUE DIY-ENTHUSIASTS. THE HORNBACH SPRING COLLECTION.
| Title | SEPARATING AMATEURS FROM TRUE DIY-ENTHUSIASTS. THE HORNBACH SPRING COLLECTION. |
| Brand | HORNBACH |
| Product/Service | DIY HOME IMPROVEMENT SUPERSTORES |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & Restaurants) |
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Entrant Company
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HEIMAT Berlin, GERMANY
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Advertising Agency
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HEIMAT Berlin, GERMANY
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Media Agency
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CROSSMEDIA Düsseldorf, GERMANY
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Production Company
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TRIGGER HAPPY PRODUCTIONS Berlin, GERMANY
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Credits
| 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
The German DIY market is extremely competitive. So creating a unique insight the audience can relate to, is highly necessary to stand out. In Spring 2015, the DIY store chain HORNBACH decided to use the most convincing medium as a testimonial for its unique positioning - the sweaty, worn out, dirty work clothes every DIY worker owns. The idea was to honour those clothes by making them part of a fashion brand called „THE HORNBACH SPRING COLLECTION“. A brand that cannot be bought – only earned by hard work. A synonym for the HORNBACH brand and their hardcore DIY target audience.
Results and Effectiveness
The positive resonance of the Herzblut Campaign resulted in a PR-value of 13.534.671€ (a big part of it 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!
Creative Execution
Billboards and online ads announced, The HORNBACH SPRING COLLECTION.’
A comprehensive web special and Europe-wide campaign roll-out using billboards of up to 100 meters in length underlined the credibility.
Approximately 500,000 HERZBLUT labels were distributed, initially online and then using promotions at the POS. Ultimately creating a lasting connection between Hornbach and the passion of past projects.
Insights, Strategy and the Idea
HORNBACH and its customers have an almost obsessive passion for projects around the house and garden. ‚THE HORNBACH SPRING COLLECTION’ campaign is dedicated to those hardcore DIY enthusiasts who embody pride, ambition and skill and whose qualities are credibly reflected by their trusty work clothes.
Customers and fans were called on to contribute to the collection using online platforms and direct mailing. The campaign used a high-quality, sew-on label carrying the name HERZBLUT (which can be translated as “commitment” or “passion”).