Hornbach: Separating Amateurs From True Diy-Enthusiasts. The Hornbach Spring Collection.

Credits & Description:

Client: Hornbach
Product: Diy Home Improvement Superstores
Entrant: Heimat Berlin, Germany
Title: Separating Amateurs From True Diy-Enthusiasts. The Hornbach Spring Collection.
Product/Service: Diy Home Improvement Superstores
Entrant Company: Heimat Berlin, Germany
Advertising Agency: Heimat Berlin, Germany
Production Company: Trigger Happy Productions Berlin, Germany
Chief Creative Officer: Guido Heffels (Heimat/Berlin)
Creative Director: Frank Hose (Heimat/Berlin)
Creative Director: Ramin Schmiedekampf (Heimat/Berlin)
Art Director: Felix Pfannmueller (Heimat/Berlin)
Copywriter: Marlon Fischer (Heimat/Berlin)
Account Director: Tim Holtkötter (Heimat/Berlin)
Account Director: Christina Walke (Heimat/Berlin)
Director: Carl Erik Rinsch (Trigger Happy Production)
Cinematographer: Bjorn Charpentier (Trigger Happy Production)
Executive Producer: Stephan Vens (Trigger Happy Production)
Editor: Ben Mccambridge (Trigger Happy Production)
Brief Explanation
”THE HORNBACH SPRING COLLECTION” called on customers and fans to contribute to the collection using online platforms, direct mailing and billboard advertising. The campaign used a high-quality, sew-on label. HERZBLUT (which can be translated as “commitment” or “passion”). Approximately 500,000 labels were distributed, initially online and then using promotions at the POS. A comprehensive web special and Europe-wide presentation using billboards of up to 100 meters in length documented the passion locked inside those clothes.
Creative Execution
The integrated campaign started on facebook. Without giving too much information HORNBACH invited it’s Community to send photos of their personal/ favourite work clothes. The content was then claimed as the „HORNBACH SPRING COLLECTION“ and celebratet in online platforms, billboards and ambient installations. The campaign used a high-quality, sew-on label. HERZBLUT (which can be translated as “commitment” or “passion”). Approximately 500,000 labels were distributed, initially online, via Direct-Mailing and then using promotions at the POS to honor beloved working clothes.
Results
The positive resonance of the Herzblut Campaign resulted in a PR-value of 13.534.671€ (a big part of it related to HORNBACH's spectacular use of a town fence). Over thirteen times the level reached by the HORNBACH Hammer (awarded 73 times). Engagement levels online were record-breaking with 509.271 people sharing stories about Herzblut (126 times above HORNBACH’s average). On top of that, the campaign spurred people into action to an unprecedented degree: 3.434 DIYers responded to HORNBACH’s mailing invitation by bringing their own working clothes to HORNBACH and getting the label “HERZBLUT” sewn on it. Overall, the 500.000 gratis Labels were gone across Europe in under a week and even sold on eBay for 31,50€ each!