Cannes Lions

DIY & HOME IMPROVEMENT SUPERSTORES

HEIMAT, Berlin / HORNBACH BAUMARKT / 2009

Awards:

1 Silver Cannes Lions
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Overview

Entries

Credits

Overview

Description

The main brief was to support the 11 Berlin HORNBACH DIY/ Home Improvement Stores (which are all located outside Berlin) with an idea that gave them an intra-urban presence and made people and the media talk about them.The design solution had to follow the basic idea of the Imagination Campaign 2008 'If you can imagine it, you can build it'.The campaign had to come alive and had to make clear: With a store chain like HORNBACH as a partner there are no limits in DIY. Let your fantasy rule.

Execution

The main 2008 theme was brought to life via TV.The event and exhibition was announced and documented with a billboard and ad campaign as well as an internet site that regularly provided progress updates.Before and after we used massive classic media to get the message heard from Sweden to Romania. Even after event, the campaign remained in the streets with billboards and Super posters.

Outcome

More than 2,000 people attended the official opening, which once again put Hornbach on the map of D.I.Y. and cultural life in general.The event drew attention worldwide and made Hornbach stand out from the massive field of competitors who usually focus on low prices and even lower prices.In total 18.000 people showed up to see the HOUSE OF IMAGINATION event and exhibition.Sales at the 11 Berlin Hornbach Stores increased by 30% shortly after the massive press echo and word of mouth.

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