The German DIY market is extremely competitive. So creating a unique insight the audience can relate to, is highly necessary to stand out. In Spring 2015, the DIY store chain HORNBACH decided to use the most convincing medium as a testimonial for its unique positioning - the sweaty, worn out, dirty work clothes every DIY worker owns.

The idea was to honour those clothes by making them part of a fashion brand called „THE HORNBACH SPRING COLLECTION“. A brand that cannot be bought – only earned by hard work. A synonym for the HORNBACH brand and their hardcore DIY target audience.

The HORNBACH customers are very passionate. Every idea is born with passion. Every move is driven by passion. And every stain, every tear in their work clothes is a witness to exactly that. Passion. That is why HORNBACH decided to use those sweaty, worn out, dirty work clothes evey DIY worker owns. And create ”The HORNBACH spring collection” to honour them by giving them a sew-on label that will stay as long as the commitment stays. And a label that stands for commitment and passion can only carry one name: HERZBLUT (which can be translated as ‚commitment’ or ‚passion’).

Despite being still on air, the positive resonance of the Herzblut Campaign has already resulted in a PR-value of 2.923.786€. Three times the level reached by the HORNBACH Hammer (awarded 73 times). Engagement levels online are 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!

These first results show how HORNBACH has successfully cut-through the competitors’ noise and has struck a chord with DIYers – once again. An improvement of the brand perception and a significant sales increase are to be expected. And most importantly: 500.000 people will proudly show to the world that they are truly passionate about DIY with the „HERZBLUT“: a batch of honour sewed to their pants, overalls, shirts and jumpers. HORNBACH will therefore live closer than ever to its consumers for as long as they wear these sweaty, worn out, dirty working clothes.