THE HORNBACH SPRING EXPERIENCE - THE FIRST ANALOG WEBSTORE
| Title | THE HORNBACH SPRING EXPERIENCE - THE FIRST ANALOG WEBSTORE |
| Brand | HORNBACH |
| Product/Service | DIY HOME IMPROVEMENTS SUPERSTORES |
| Category |
E03. Innovative Use of Technology |
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Entrant
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HEIMAT Berlin, GERMANY
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Idea Creation
|
HEIMAT Berlin, GERMANY
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Additional Company
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WEBGUERILLAS Munich, GERMANY
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Additional Company 2
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NADEL EINS STUDIO Berlin, GERMANY
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Credits
| Thomas Schnaitmann |
Hornbach |
Client Marketing Director |
| Julia Ziegelmann |
Hornbach |
Client Marketing Director |
| Guido Heffels |
HEIMAT Berlin |
Chief Creative Officer |
| Guido Heffels |
HEIMAT Berlin |
Creative Director |
| Gün Aydemir |
HEIMAT Berlin |
Creative Director Digital |
| Marlon Fischer |
HEIMAT Berlin |
Copywriter |
| Mo Sadeghi |
HEIMAT Berlin |
Junior Copywriter |
| Marco Bienek |
HEIMAT Berlin |
Junior Art Director |
| Matthias von Bechtolsheim |
HEIMAT Berlin |
Agency Account Executive |
| Maik Richter |
HEIMAT Berlin |
Agency Account Executive |
| Tim Holtkötter |
HEIMAT Berlin |
Agency Account Supervisor |
| Frauke Bielefeldt |
HEIMAT Berlin |
Agency Account Director |
| Franziska Falk |
HEIMAT Berlin |
Agency Account Manager |
| Franziska Lequen |
HEIMAT Berlin |
Agency Account Manager |
| Franz Schütte |
Nadel Eins Studio |
Sound Designer |
| Benjamin Schäfer |
- |
Audio Engineer |
| Sophia de Mar |
- |
ASMR artist |
The Campaign
In the digital world DIY and gardening stores speak one common language: products. Products and products. But where is the physical satisfaction of a DIY project? The sense of touch? The feeling of excitement and juvenile curiosity?
In spring 2016 HORNBACH started a digital based promotional campaign that switched the HORNBACH web store from digital to analog.
Creative Execution
We used Autonomous Sensory Meridian Response (ASMR), a high-end 3D recording technology that enables sensory responses from the brain, to create the first ever tangible website. An online shopping experience, that brought the joy of interacting with materials to life.
We shared the immersive experience videos on social sharing sites, such as Youtube, Spotify and Soundcloud. Fans of ASMR and HORNBACH were fascinated from the first second and cried out for more.