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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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 |
The Brief
The problem is that the German DIY market is extremely competitive. HORNBACH needed to stand out from the rest and find a way to truly connect with their hardcore DIY customers. In Spring 2015, HORNBACH decided to use the most convincing medium for the presentation of its unique positioning - the sweaty, worn out, dirty work clothes of DIYers. So we invented a true DIY fashion brand in the form of a sew-on label carrying the name HERZBLUT which can be translated as ‚commitment’ or ‚passion’. A brand that honors those worn-out clothes and can only be earned – not bought.
Campaign Success
The integrated campaign started on facebook. Without giving too much information HORNBACH invited it’s Community to send photos of their personal/ favourite work clothes. The content was then claimed as the „HORNBACH SPRING COLLECTION“ and celebratet in online platforms, billboards and ambient installations. The campaign used a high-quality, sew-on label. HERZBLUT (which can be translated as “commitment” or “passion”). Approximately 500,000 labels were distributed, initially online, via Direct-Mailing and then using promotions at the POS to honor beloved working clothes.
Describe the success of the promotion with both client and consumer including some quantifiable results
Despite being still on air, the Herzblut Campaign has already hit new records. As of today, the waves of positive resonance have resulted in a PR-value of 2.923.786€. Almost three times the level reached by the HORNBACH Hammer Campaign (awarded with 73 different creativity & effectiveness awards). Engagement levels online have also gone through the roof with 509.271 people sharing stories about Herzblut (19 times above the Hammer results and up to 126 times above HORNBACH’s average levels). On top of that, the campaign spurred people into action to an unprecedented degree: the 500.000 gratis Labels were gone in under a week and even sold on eBay for 31,50€ each!
These first results already show how HORNBACH has successfully cut-through the competitors’ noise and has struck a chord with DIYers – once again. An overall improvement of the brand perception and a significant increase on sales are to be expected.
Explain why the method of promotion was most relevant to the product or service
”THE HORNBACH SPRING COLLECTION” called on customers and fans to contribute to the collection using online platforms, direct mailing and billboard advertising. A comprehensive web special and Europe-wide campaign roll-out using billboards of up to 100 meters in length documented the passion locked inside those worn-out clothes. Approximately 500,000 labels were distributed, initially online and then using promotions at the POS.