Cannes Lions

EVERY CHANGE NEEDS A BEGINNING

HEIMAT, Berlin / HORNBACH BAUMARKT / 2013

Overview

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Credits

Overview

Description

This isn’t a story for procrastinators, ditherers, or dissatisfied people who settle for the status quo. This is a story for people who make things happen.

Hornbach has a clear profile as a project DIY store and is one of the leading DIY in Germany. The goal of the 2011 campaign was to further increase penetration and broaden the target audience in a saturated market full of DIY competitors. The potential audience: The many “sleepers” who put off their projects and cop out of doing their work.

The goal was to literally “wake up” this dormant potential.

Our insight: The first step is the hardest. But once you’ve taken it, the rest usually comes automatically.

The strategy: Our focus is the “trigger” – the moment when you get your wake-up call and jump into action. We wanted our campaign to be this wake-up call.

The motto “Every change has to start somewhere” is embodied in the unusual story of a village where the people have forgotten how to use their hands – and the nut that changed it all.

The campaign was a success: The “sleepers” got the wake-up call.

Almost 500,000 new customers got on board, and the number of customers rose by 6.8%.

In addition to top marks in categories such as “inspiration” and “passion for home improvement,” sales increased by a full 5.4%.

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