Cannes Lions

DIY STORE

CROSSMEDIA, Dusseldorf / HORNBACH BAUMARKT / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The intelligence of this concept owes to the combination of message (key visual beating heart=passion for DIY-projects) and the transfer to media. Combining in a intelligent way in a first step building awareness and curiosity (Teaser campaign with innovative TV-station logo-morphing, mailings). In the second step explication and declaration with the main campaign in TV,Cinema and Ads and finally in the last step to involve the target on the website and at the POS.

Outcome

Campaign resulted in high awareness for the campaign within a short time. It triggered broad and engaging public discussion of the campaign and active involvement within the target. Campaign reinforced client’s position as the quality and price leader, despite main competitor spent more the double higher spendings. Increase of traffic impact website by 100%.

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