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 |
A06. Audio Content |
|
Entrant
|
HEIMAT Berlin, GERMANY
|
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Idea Creation
|
HEIMAT Berlin, GERMANY
|
|
Additional Company
|
WEBGUERILLAS Munich, GERMANY
|
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Additional Company 2
|
NADEL EINS STUDIO Berlin, GERMANY
|
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
Spring 2016. DIY superstore HORNBACH flips the switch on its web shop. Digital products are turned into haptic experiences.
Instantly.
Using Autonomous Sensory Meridian Response.
A high-end 3D recording technology that enables sensory responses from the brain. Via audio.
Born was the first ever tangible website. An online shopping experience that taps into the memories of using hardware, and bringing them to life with the entirety of the spring product range.
Making HORNBACH the only DIY superstore worldwide that let you feel what you buy. Even online.
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.
With the first tangible website ever, HORNBACH set up an extremely innovative campaign. The ASMR content delighted people worldwide, way beyond the HORNBACH community, gaining 11,663 Mio ad impressions. And the audience heavily interacted with the mobile site: It features: 2.211.492 interactions were listed.
The second part of the campaign happened on various music streaming services like Spotify, iTunes, AppleMusic, DEEZER, GooglePlay, napster, amazon and TIDAL as well as on a dedicated SoundCloud account.
In total, 8.131.800 Spotify users were reached and engaged, listening to an average of 5:42mins of the playlist. 160 people were organically drawn to the SoundCloud account daily. Brand awareness has been the main target for the ASMR campaign. Year over year, the first analog web store improved the brand awareness by 10,7%.
HORNBACH successfully became part of and was praised by the huge ASMR community.
We created the first ever tangible website, that invited everyone to experience the haptic of materials from HORNBACH stores. Even online.
By harnessing keyword domination across all digital channels, HORNBACH reanimated faded memories in the minds of its clientele and encouraged them to join in.
In 2016, the starting point for the new spring campaign was the realization that increasing digitalization has turned DIY into one of the last playing fields where people can actually feel something and create something with one’s own hands. A unique feeling every HORNBACH customer and DIYer knows.
The campaign’s goal was to develop a digital promotional brand campaign, which activates light and heavy DIYers to touch, feel, experience and work with material. HORNBACH puts these sensory experiences of DIY at the center, using Autonomous Sensory Meridian Response, a high end 3d recording technology that enables sensory responses from the brain in cooperation with an ASMR pro. HORNBACH created the first ever tangible website that brings the joy of interacting with materials to life. Additionally, the ASMR sounds were gathered on a HORNBACH branded Spotify playlist and distributed though SPINNUP on various music streaming services.