| Examples: HORNBACH, Germany, Heimat, Berlin |
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Hornbach: The House Of Imagination Integrated Campaign
Stills from video click to enlarge
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| Released: | June 2009 |
| Advertiser: | HORNBACH  |
| Agency: | Heimat, Berlin |
| Country: | Germany |
| Category: |
Home appliances & furnishings
|
| Awards: |
Cannes Lions 2009 Integrated Silver
NYF 2009 Mixed Media Gold
|
| Tags: |
Cannes Lions 2009
Award show winner
|
Credits:
Type of Entry: Titanium and Integrated
Title: THE HOUSE OF IMAGINATION
Advertiser/Client: HORNBACH HOME IMPROVEMENT SUPERSTORES
Product/Service: DIY & HOME IMPROVEMENT SUPERSTORES
Entrant Company: HEIMAT Berlin, GERMANY
Advertising Agency: HEIMAT Berlin, GERMANY
Creative Credits
Name Company Position
Guido Heffels Heimat/Berlin Executive CD
Matthias Storath Heimat/Berlin CD Copy
Kai Gerken Heimat/Berlin CD Art
Susanne Düber Heimat/Berlin Copy
Maria Botsch Heimat/Berlin Graphic Artist
Ralf Schmerberg Trigger Happy Productions Director
Stephan Vens Trigger Happy Productions Producer
Miliane Nani Meimeth Trigger Happy Productions Producer
Kerstin Breuer Heimat/Berlin Agency Producer
Markus Mueller Heimat/Berlin Photographer
Danny Baarz Heimat/Berlin Art Director
Frank Sahler Hornbach Head of Advertising
Sylvia Spaethe Hornbach Advertising
Mosermeyer Heimat/Berlin Sound Design TVC 1
Audioforce Heimat/Berlin Sound Design TVCS 2
Details
Describe the campaign/entry:
In August 2008, the HORNBACH Home Improvement Superstore chain created a poetic promise that only a company of that size could possibly make good on. IF YOU CAN IMAGINE IT, YOU CAN BUILD IT. The idea became real by founding the HOUSE OF IMAGINATION, an old empty apartment building in the middle of Berlin. 12 international artists turned the standard living rooms provided into amazing, bizarre, fantastic experiences. The location turned into a place to be by strictly limited music club and restaurant. Needless to say, we had classic advertising before and after the HOUSE OF IMAGINATION.
Give some idea of how successful this campaign/entry was with both client and consumer:
More than 2,000 people attended the official opening, which once again put Hornbach on the map of D.I.Y. and cultural life in general. The event drew attention worldwide and made Hornbach stand out from the massive field of competitors who usually focus on low prices and even lower prices. In total 18.000 people showed up to see the HOUSE OF IMAGINATION event and exhibition. Sales at the 11 Berlin Hornbach Stores increased by 30% shortly after the massive press echo and word of mouth.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The main 2008 theme was brought to life via TV. The event and exhibition was announced and documented with a billboard and ad campaign as well as an internet site that regularly provided progress updates. Before and after we used massive classic media to get the message heard from Sweden to Romania. Even after event, the campaign remained in the streets with billboards and Super posters.