Advertiser: HORNBACH
Agency: HEIMAT
Category: Retail & E-Commerce, including Restaurants
Advertising campaign: THE HOME IMPROVEMENT READINGS
Design: Jue Alt (Heimat Berlin)
Account Manager: Nicole Varga (Heimat Berlin)
Creative Director: Ralf Grauel
Director: Ralf Grauel
Copywriter: Sabina Hesse (Heimat Berlin)
Chief Creative Officer: Guido Heffels (Heimat Berlin)
Art Director: Teresa Jung (Heimat Berlin)
Agency Producer: Florian Hoffmann (Heimat Berlin)
Account Supervisor: Maik Richter (Heimat Berlin)
Client Brief Or Objective
Staging the 'No one feels it like you do'- campaign in the urban environment in an engaging and outstanding way.
Execution
As a very analogue brand which sells the analogue feeling with every product, the DIY / home improvement chain HORNBACH created an activation campaign using the most analogue direct target ever: from face to face.
Outcome
In the course of the campaign hundreds of unique DIY/Home Improvement projects were realized.The number of customers in the event cities grew and HORNBACH became part of the subcultural conversation.
Implementation
An exclusive reading event, in which the campaign message was transported into people's lives in the form of personal do-it-yourself experiences. Staged by selected personalities of the sub- and media culture, who made the feelings tangible and inspired the audience to take action and start a project by themselves.