SEPARATING AMATEURS FROM TRUE DIY-ENTHUSIASTS. THE HORNBACH SPRING COLLECTION.
Silver Eurobest
Case Film
Presentation Image
Title
SEPARATING AMATEURS FROM TRUE DIY-ENTHUSIASTS. THE HORNBACH SPRING COLLECTION.
Brand
HORNBACH
Product/Service
DIY HOME IMPROVEMENT SUPERSTORES
Category
A01. Use of Promotional Events & Stunts
Entrant Company
HEIMAT Berlin, GERMANY
Advertising Agency
HEIMAT Berlin, GERMANY
Media Agency
CROSSMEDIA Düsseldorf, GERMANY
Production Company
TRIGGER HAPPY PRODUCTIONS Berlin, GERMANY
Credits
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
Jared Leistner
Heimat/Berlin
Art Director
Nicolas Blättry
Heimat/Berlin
Copywriter
Franziska Falk
Heimat/Berlin
Account Manager
Jan Paul Schwarz
Heimat/Berlin
Account Manager
Kenzi Benabdallah
Heimat/ Berlin
Art Director Digital
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
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!
These results show how HORNBACH successfully cut-through the competitors’ noise and strucked a chord with DIYers – once again.
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.