| Title | MAN CAVE |
| Brand | HORNBACH |
| Product/Service | DIY HOME IMPROVEMENTS SUPERSTORES |
| Category |
A04. Series: Fiction & Non-Fiction |
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Entrant
|
HEIMAT Berlin, GERMANY
|
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Idea Creation
|
HEIMAT Berlin, GERMANY
|
|
Production
|
EASYDOESIT Berlin, GERMANY
|
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Additional Company
|
FOR SALE DIGITAL Hamburg, GERMANY
|
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Additional Company 2
|
HESSE STUDIOS Berlin, GERMANY
|
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Additional Company 3
|
VIVIDGREY.DE Berlin, GERMANY
|
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Additional Company 4
|
NEULANT VAN EXEL Berlin, GERMANY
|
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Additional Company 5
|
FLIX AGENCY 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 |
| Jonas von Schwedes |
HEIMAT Berlin |
Senior Art Director |
| Corbinian Hennies |
HEIMAT Berlin |
Senior Copywriter |
| Natalie Schaaf |
HEIMAT Berlin |
Junior Copywriter |
| Nicolas Blättry |
HEIMAT Berlin |
Copywriter |
| Jonas Sebastian Weber |
HEIMAT Berlin |
Graphic Designer |
| Frauke Bielefeldt |
HEIMAT Berlin |
Agency Account Director |
| Xenia Kraider |
HEIMAT Berlin |
Agency Account Manager |
| Franziska Lequen |
HEIMAT Berlin |
Agency Account Manager |
| Katrin Kaiser |
HEIMAT Berlin |
Agency Producer |
| Chehad Abdallah |
- |
Director |
| Phillip Kaminiak |
- |
Director of Photography |
| Sebastian von Gumpert |
- |
Executive Producer |
| Gregor Moellers |
- |
Producer |
| Herold Vomeer |
- |
Actor |
| Frank Groll |
- |
Photographer |
| Simon Geis |
- |
Post Producer |
The Campaign
Everyone needs a place to retreat. A spot where the inner madness can be set free. This place was invented by HORNBACH. And it's called "Man Cave".
The manliest place on earth - where whiskers grow on wood.
In this room HORNBACH made armchairs fly and beer flow through a hall. It brought the forest into a huge wheel and a fishing pond into a living room. Created and explained by an authentic quick-witted man who entertained the masses with anecdotes. But a good project also needs a serious core. The Man Cave projects function. There are no tricks. No double bottom. Users can download the construction guides on the microsite and they find each tiny screw in every HORNBACH Market.
Creative Execution
The video content-format "Man Cave" was displayed on different social media platform. Every platform was used at its best and the content was adjusted to specific features of each medium. In the HORNBACH Facebook page we showed all whole episodes to the existing community. Via Facebook Ads we reached new target groups. On YouTube we showed pre-role ads, and on instagram 15 second loops of each project. At first it was teased with a short trailer on these channels. Afterwards the full episodes were published consecutively . Moreover there was a trailer shown in cinemas.
In all these playouts was a link to the "Man Cave" microsite integrated. On this site people found all projects including the construction plans.
HORNBACH’s passion for projects endured the digital test: DIY-fans were impressed by the projects, asked questions regarding the realization and shared the Herrenzimmer episodes on their timelines. In total, the campaign reached 10,378,766 people.
75% of the viewers enjoyed the full 2.30 min of the ads, resulting in 27 million media impressions of which nearly half where gathered organically through exceptionally high shares (17.484) and likes (45.663) from our audience. Additionally 9.217 comments were generated. The episodes went viral and the huge brand engagement was also fed by the increasing number of posts in February. +663% compared to the month previous to the campaign. The opening rate of the newsletter (which linked to the microsite and HONRBACH store) even exceeded the industry benchmark by almost 6PP (25,78% vs 21%). The conversation rate improved significantly during the campaign by 27,5%.
We reached 10.378.766 people within 5 weeks and inspired HONRBACH fans.
The "Man Cave" is the digital translation of HORNBACH's passion for projects and a fair share of madness.
The short and entertaining spots of every project in the "Man Cave" are perfectly shareable on social media. Additionally, the campaign consisted of GIFs and short teasers. Perfect to make it go viral. 75% of viewers enjoyed the full two-and-a-half minute episodes. Resulting in 27 million media impressions of which nearly half where gathered organically through exeptionally high share rates and likes of our audience.
DIY is turning more and more digital and whereas 25% of do-it-yourselfers buy online, only 12% of DIY-markets have an online shop.
This presented an opportunity for HORNBACH to drive online DIYers to their online shop. The idea: to launch a web-series to show is DIY-competence. Picking up on the online tutorial trend, the web-series „Das HORNBACH Herrenzimmer“ was born („HORNBACH’s Men Cave“). A space of desire, a room where male fantasies become reality.
With this approach, HORNBACH created a contemporary format that suited the target group (25-44 years). A web series consisting of five video tutorials entertained and simultaneously showcased HORNBACH’s product range. Each tutorial featured one project such as „the hover chair“ and provided detailed instructions, a list of materials and the tools needed and a linked to the HORNBACH web shop. Launched on a microsite, it was spread via Facebook, YouTube and Instagram.