Hornbach DM THE INFINITE HOUSE by Heimat Berlin

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THE INFINITE HOUSE

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Germany
Agency Heimat Berlin
Released August 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: HORNBACH
Product/Service: DIY RETAIL
Agency: HEIMAT
Date of First Appearance: Aug 31 2010
Entrant Company: HEIMAT, Berlin, GERMANY
Entry URL: http://www.das-grenzenlose-haus.de
Lead Agency: (HEIMAT)
Production Company: (@radical Media)
Web Design: (Proximity)
Director: (Woof Wan-Bau)
Media: (Crossmedia)
Public Relations: (Achtung)
Children's Book: (Doc Roberts)
Media placement: Teaser Spots (Online/ TV) - Online And TV - 20.07.2010
Media placement: TV (5 Spots) - Rtl, Sat1, Ard - 31.07.2010
Media placement: URL Online - Online - 27.06.2010
Media placement: ONline Release Of Short Film - Online - 31.07.2010
Media placement: Cinema - Cinemas - 29.08.2010
Media placement: Print Ads - TV Magazines - 21.08.2010
Media placement: POS Posters - POS - 21.08.2010
Media placement: DVD Release - TV-Movie - 22.10. 2010
Media placement: Release Childrens Book - Direct Mailing/ Stores - 31.10.2010

Describe the brief/objective of the direct campaign.
The aim was to shift the focus of the Hornbach‘s marketing to the internet, secretly paving the way for the future online shop. The campaign aimed at offering interested consumers a sense of proximity and a platform for dialog, especially for those without a real Hornbach store in their neighborhood.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The 10-minute short film “THE INFINITE HOUSE” by DIY and Home Inprovement store chain Hornbach promoted true limitlessness. On the one hand, limitlessness in the sense of Home Improvement outlining that the only limit here is the imagination. But, on the other hand, limitlessness in the context of the Hornbach brand’s core values: unlimited friendship, loyalty and being a good neighbor.

Explain why the creative execution was relevant to the product or service.
Hornbach used their accustomed primary channels to promote the movie, placing ads with their typical short DIY messages in print media and on TV. The short provided the basis for offering a growing number of Facebook fans further activities and additional goodies. Such as construction manuals for the featured furniture. Profiles were set up for the individual characters; it was here that the story continued through the numerous comments left – some maybe rather flippant, but all displaying a keen sense of good DIY spirit.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The film was watched online 1.7 million times and convinced 10,000 people to “become a dedicated Hornbach fan”, whom Hornbach then managed directly through the channel and independent of the film.
Talking about awareness and sales "The Infinte House" became one of the most successfull Hornbach campaigns ever. The analog world of DIY had reached the digital world.