Hornbach Promo MAKE IT YOUR PROJECT by Heimat Berlin

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Industry Supermarkets
Media Promo & PR
Market Germany
Agency Heimat Berlin
Released August 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Agency: HEIMAT
Date of First Appearance: Aug 2 2009 12:00AM
Entrant Company: HEIMAT, Berlin, GERMANY
Entry URL: http://www.youtube.com/user/HYMNEDESMACHENS
: (Heimat, Berlin)
: (Partizan)
: (Trigger Happy Productions)
: (Proximity)
Media placement: Prelaunch Performances - Berlin, Cologne, Frankfurt - 12.7.2009
Media placement: TVC (various lengths) - SAT1, RTL, KABEL 1 etc - 1.8.2009
Media placement: Print - Spiegel, Focus, die ZEIT - 4.10.2009
Media placement: Competition/ Call for entries - online/ offline - 10.8.2009
Media placement: Hymn Blog - online - 20.7.2009
Media placement: Youtube channel - online - 20.7.2009
Media placement: technical realisation of DIY projects - all over europe - 1.11.2009

Describe the objective of the promotion.
Promote the Hornbach brand as the ultimate DIY/ Home improvement store chain that stands for the real and honest DIY attitude. Do it yourself, do not wait 'til someone does it for you, assume responsibility. Especially in the crisis year 2009, where people had to be activated to start working on DIY projects again. In this year dominated by financial crisis, Hornbach declared everything that needed fixing into a DIY project. Bankrupt banks, gardens, your life and bathrooms etc.

Describe how the promotion developed from concept to implementation
Hornbach got the ball rolling with Dadaist live performances that pre-launched the DIY phrase and core of the promotion: 'make it your project'. We then brought its appeal to take on your own DIY project to a broader audience by launching various TVCs. The virus spread. When the text was published in the press, it even turned the heads of some cultural editors and into mainstream media. The campaign climaxed with a European competition that challenged participants to take on all sorts of DIY projects, from the absolutely necessary, to inner city cow fields, to forests of roof rafters.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion made Hornbach part of the pop culture. When the text was published in the press, it even turned the heads of cultural editors. Hundreds of variations of the theme went on air and on the web. Media coverage reached an equivalent of ca. 3 Mio Euros. More than 1000 detailed, specified and honest DIY projects were entered into the competition. Sales shortly after the initial phase of the promotion went up by 18%. Still now, 6 months after the campaign, at first glance, the Dadaistic copy is still cited in the media.

Explain why the method of promotion was most relevant to the product or service
The seeding of the basic thought made everyone recognise a deeply philosophical element in DIY. Do not wait or hesitate, 'Make it your project'. It took Hornbach, once again, far away from what is considered a classic retail store chain. Do it yourself, start today, that core message made people suddenly believe in themselves again, with a smile on their face. And a tool box too.