Title	THE HORNBACH SPRING EXPERIENCE - THE FIRST ANALOG WEBSTORE
Brand	HORNBACH
Product/Service	DIY HOME IMPROVEMENTS SUPERSTORES
Category	C01. Use of Digital Platforms
Entrant	HEIMAT Berlin, GERMANY
Idea Creation	HEIMAT Berlin, GERMANY
Additional Company	WEBGUERILLAS Munich, GERMANY
Additional Company 2	NADEL EINS STUDIO Berlin, GERMANY

Name	Company	Position
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

In the digital world DIY and gardening stores speak one common language: 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, we created the first ever tangible website, that invited everyone to experience the haptic of materials from HORNBACH stores. Even online.

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.