HORNBACH "WERKSTÜCK EDITION 001"
Title | HORNBACH "WERKSTÜCK EDITION 001" |
Brand | HORNBACH BAUMARKT AG |
Product/Service | HORNBACH |
Category |
A06. Retail |
Entrant
|
HEIMAT Berlin, GERMANY
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Media Placement
|
MEDIAPLUS Munich, GERMANY
|
Production
|
MARKENFILM Berlin, GERMANY
|
Additional Company
|
PLAY MEDIA Berlin, GERMANY
|
Credits
Guido Heffels |
HEIMAT, Berlin |
Chief Creative Officer |
Matthias Storath |
HEIMAT, Berlin |
Chief Creative Officer |
Felix Pfannmüller |
HEIMAT, Berlin |
Creative Director |
Marlon Fischer |
HEIMAT, Berlin |
Creative Director |
Sascha Jörres |
HEIMAT, Berlin |
Art Director |
Marco Bienek |
HEIMAT, Berlin |
Art Director |
Teresa Guggenberger |
HEIMAT, Berlin |
Copywriter |
Kimberly Schwarck |
HEIMAT, Berlin |
Account Manager |
Franziska Lequen |
HEIMAT, Berlin |
Account Manager |
Matthias von Bechtolsheim |
HEIMAT, Berlin |
Managing Director |
Maik Richter |
HEIMAT, Berlin |
Managing Director |
Tim Holtkötter |
HEIMAT, Berlin |
Management Supervisor |
Sigurd Larsen |
Sigurd Larsen |
Design |
Charlotte Kühn |
HEIMAT, Berlin |
Agency Producer |
Thomas Bartl |
Markenfilm Crossing Berlin |
Executive Producer |
Killian Poschner |
Markenfilm Crossing Berlin |
Producer |
Arthur Heisler |
Markenfilm Crossing Berlin |
Editor |
Clemens Wittkowski |
Bauhouse |
Music Producer |
David Arnold |
LOFT Tonstudios Berlin |
Executive Producer |
Cerstin Cassidy |
LOFT Tonstudios Berlin |
Producer |
Background
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 strategy
The small media budget was carefully placed towards prestige design, cultural and art magazines as well as important and international designer blogs. By this the aimed target group could be reached at eye level staying authentic and honest. Not leaving our usual target group behind and including the younger design-affine possible customers, the other important media was Instagram, the social-media-must-have platform when it comes to trends and design.The project was taken up by all types of media through targeted advertising in print and online. In addition to numerous editorial contributions in various design-savvy blogs and magazines, the campaign was also featured in the daily press, for example the Tagesspiegel and Welt as well as in nationwide TV.
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
By enabling customers to build their very own design object, HORNBACH was not only able to conquer a new target group of design-savy DIYers, but also to strengthen the brand and turn visitors into buyers. The WERKSTÜCK Edition reached over 1/3 of the desired audience via Print and truly engaged them due to precise online targeting: YouTube prerolls reached the highest View-through rate ever. (An increase of +88% compared to the HORNBACh benchmark so far). With 151.939 Klicks on the microsite. Brand preference recovered (+12,5% comapred to January 2017) and the WERKSTÜCK Edition spoke to the soul of true makers more than any campaign before, with 45% of respondents indicating as primar statement „The pleasure of creating something with your own hands“. Last but not least, the WERKSTÜCK Edition helped to turn visitors into buyers, with a conversion rate of +5,62% compared to January 2017.