Cannes Lions

HOME IMPROVEMENT SUPERSTORES

HEIMAT, Berlin / HORNBACH BAUMARKT / 2009

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Our Media idea was the HOUSE OF IMAGINATION, an old empty apartment building in the middle of Berlin. We asked international artists to turn the standard living rooms provided into amazing, bizarre, fantastic experiences. The artists were sound and interior designers, Kitsch enthusiasts, performance artists etc.

Besides the exhibition we installed a permanent music club besides an avantgarde restaurant which turned the HOUSE OF IMAGINATION into ‘a place to be’ in Berlin. We aimed at a total of 10.000 people during the two weeks. We aimed at another proof that there is only one DIY Store Chain that matters.The national campaign (Outdoor/ TVC) spread the core message before the event. The HOUSE itself was announced via a small outdoor campaign. The website and the catalogue (which contained the monthly news leaflet of HORNBACH) connected the yet undecided and the rest of the 120 Stores in Europe with the event.

Outcome

More than 2.000 people attended the opening which once again put Hornbach on the map of D.I.Y. and culture in general. The event drew attention worldwide and made Hornbach stand out from the field of competitors who usually focus on low prices. It underlined Hornbach's unique position within a cutthroat competition.

In total 18.000 (some say 24.000) people showed up to see the exhibition. Sales at the 11 Hornbach Stores increased by 30% shortly after the massive press echo and word of mouth and are still (now) above all competitors in Berlin. The follow-up TVCs were shot on location in the House.

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