The HORNBACH WERKSTÜCK Edition – a series of design pieces that can't just be bought, only built – succeeded in handing the craft of design back into the hands of the DIYer and, consequently, treating artist and HORNBACH customer as equals. The campaign created organic brand interaction - and even dialogue between customers as they swapped info and result photos of their finished Lounge Chairs. Launched digitally, the WERKSTÜCK Edition's WORKPIECE 001 found its dedicated fan base after only a few days, driving traffic to HORNBACH stores on- and offline, and reached previously unattainable design target audiences all over Europe.
The German DIY-market is extremely competitive – especially when it comes to winning the affection of customers. Therefore, DIY and gardening superstore HORNBACH is always searching for new ways to anticipate social developments and transform them into stories. In a world where people are willing to stand in line for days for the newest, insanely expensive hype product, HORNBACH created a design it-piece that cannot simply be bought. Instead, the WERKSTÜCK 001 Lounge Chair, designed by Danish designer Sigurd Larsen, can only be built. From scratch. With nothing but your bare hands.
Reaching peak exclusivity, the chair made strictly of materials out of HORNBACH's vast product range is a tribute to our customers' own capability, realized through the dedication of true DIY-ers:
Designed by Sigurd Larsen. Built by you.
Describe the creative idea
DIY superstore chain HORNBACH has always defined itself as a brand that only truly unfolds with the support of its customers: Creating greatness with nothing but your bare hands.
With the WERKSTÜCK Edition, HORNBACH paid tribute to this mission: An exclusive series of designs made entirely from the DIY market's vast product range. In short: Design that cannot simply be bought. Danish architect Sigurd Larsen's Lounge Chair can only be earned. Built from scratch. In the sweat of one's brow. Anything else wouldn’t be HORNBACH.
The Lounge Chair was released in the form of an elaborate book that takes a time to tell a story - at cost price, reaching even previously unattainable design target audiences all over Europe.
A home improvement store goes beyond its traditional territory.
And yet remains more than true to the core of its very self.
Describe the strategy
HORNBACH has always been a brand that only comes to life through its customers: The real makers. Ambitious, experienced, passionate and united by the belief that DIY is much more than a hobby: It’s a mission. The pride waiting after every finished project is driving their unstoppable urge to always plan their next project. While other DIY stores are busy recreating the existing, HORNBACH created a project never thought of before. This was the starting point to tap into a completely new field and prove what's possible: Inspired by high-end furniture design but dedicated to the democratic belief in DIY, HORNBACH wanted to create an exclusive product that separates the talkers from the do-ers. By addressing not only the typical DIYer, but the design-affine, educated and culturally interested middle class.
Describe the execution
Before the WERKSTÜCK's release, snippets of Sigurd Larsen's designer documentary were played out online. On HORNBACH's social channels, carefully curated teaser photos showing off the seemingly trivial materials (like a single brass screw) created anticipation and curiosity. After the book and the microsite (complete with manual and cutting template) were released, the story of "the chair you can't buy, but only build" quickly made the rounds: From magazines from the field of architecture, design and innovation, to documentaries about the democratization of design (online and on TV) and later, to the cultural section of various daily newspapers. As soon as the first pioneers were in the process of building their own WERKSTÜCK 001 Lounge Chair, organic interaction in the form of user-generated content came to form: Everyone proudly showing off their progress and finished chairs. Throughout the campaign, HORNBACH reached design-oriented audiences all over Europe that were previously thought unattainable.
List the results
HORNBACH was not only able to conquer a new target group of design-savvy DIYers, but also to strengthen the brand and turn visitors into buyers. The WERKSTÜCK Edition reached over a third of the desired audience via print and truly engaged them thanks through precise online targeting: YouTube pre-rolls reached the highest view-through rate ever. (An increase of +88% compared to the HORNBACH previous benchmark so far). With 151.939 clicks on the microsite, HORNBACH ultimately led passionate DIYers to discover the WERKSTÜCK in depth. Brand preference recovered (+12,5% compared to January 2017) as the HORNBACH WERKSTÜCK Edition spoke to the soul of true makers more than any campaign before, with 45% of respondents indicating „The pleasure of creating something with your own hands“ as their primary statement. Last but not least, The WERKSTÜCK Edition helped to turn visitors into buyers, with a conversion rate of +5,62% compared to January 2017.