Hornbach: The First Analog Webstore [video]

Credits & Description:

Agency: Heimat Berlin, Germany
Name Of Client: Hornbach Baumarkt
Product: Diy Home Improvements Superstores
Entrant: Heimat Berlin, Germany
Title: The Hornbach Spring Experience - The First Analog Webstore
Product/Service: Diy Home Improvements Superstores
Idea Creation: Heimat Berlin, Germany
Additional Company: Webguerillas Munich, Germany
Additional Company 2: Nadel Eins Studio Berlin, Germany
Client Marketing Director: Thomas Schnaitmann (Hornbach)
Client Marketing Director: Julia Ziegelmann (Hornbach)
Chief Creative Officer: Guido Heffels (HEIMAT Berlin)
Creative Director: Guido Heffels (HEIMAT Berlin)
Creative Director Digital: Gün Aydemir (HEIMAT Berlin)
Copywriter: Marlon Fischer (HEIMAT Berlin)
Junior Copywriter: Mo Sadeghi (HEIMAT Berlin)
Junior Art Director: Marco Bienek (HEIMAT Berlin)
Agency Account Executive: Matthias von Bechtolsheim (HEIMAT Berlin)
Agency Account Executive: Maik Richter (HEIMAT Berlin)
Agency Account Supervisor: Tim Holtkötter (HEIMAT Berlin)
Agency Account Director: Frauke Bielefeldt (HEIMAT Berlin)
Agency Account Manager: Franziska Falk (HEIMAT Berlin)
Agency Account Manager: Franziska Lequen (HEIMAT Berlin)
Sound Designer: Franz Schütte (Nadel Eins Studio)
Audio Engineer: Benjamin Schäfer
ASMR artist: Sophia de Mar
Website URL: http://www.hornbach.de/dulebst...
The Campaign
Spring 2016. DIY superstore HORNBACH flips the switch on its web shop. Digital products are turned into haptic experiences.
Instantly.
Using Autonomous Sensory Meridian Response.
A high-end 3D recording technology that enables sensory responses from the brain. Via audio.
Born was the first ever tangible website. An online shopping experience that taps into the memories of using hardware, and bringing them to life with the entirety of the spring product range.
Making HORNBACH the only DIY superstore worldwide that let you feel what you buy. Even online.
Creative Execution
We used Autonomous Sensory Meridian Response (ASMR), a high-end 3D recording technology that enables sensory responses from the brain. Creating the first ever tangible website. An online shopping experience, that brought the joy of interacting with materials to life.
We shared the immersive exoerience videos on social sharing sites. like Youtube, Spotify and Soundcloud. Fans of ASMR and HORNBACH were fascinated from the first second and cried out for more.
With the first tangible website ever, HORNBACH set up an extremely innovative campaign. The ASMR content delighted people worldwide way beyond the HORNBACH community and gained 11.663 Mio ad impressions. Furthermore, the target group really interacted with the mobile site. Successfully 2.211.492 interactions were listed.
The second part of the campaign happened on various music streaming services like Spotify, iTunes, AppleMusic, DEEZER, GooglePlay, napster, amazon and TIDAL as well as on a newly established SoundCloud account.In total, 8.131.800 Spotify users were reached and engaged and listened 5:42min on average with the playlist. 160 people daily were organically drawn to the SoundCloud account. Brand awareness has been the main target for the ASMR campaign. In comparison to last year, the first analog web store could improve the brand awareness rate by 10,7%.Those results show how HORNBACH has successfully cut-through with its new campaign and became part of the huge ASMR community.
We created the first ever tangible website, that invited everyone to experience the haptic of materials from the HORNBACH store. Even online
By harnessing keyword domination across all digital channels, HORNBACH reanimated faded memories in the minds of its clientele and encouraged them to join in.
Insights, Strategy and the Idea
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