DIY store HORNBACH is all about „doing it yourself“. But a wide range of materials and tools is nothing without their customers‘ will and participation. So it became a mission to stay relevant to them in a modern world and build an engaging, modern experience that rewards all the makers and do-ers while creating a sense of accomplishment and exclusive unity. Briefly speaking: HORNBACH wanted to bring back design into people’s hands.

From the year one, HORNBACH makes it possible for every customer to create something huge with their own bare hands. To further prove it, the DIY market establishes a special project to show what is possible with their wide range: furniture designed by prestigious designers using material that can be found in every HORNBACH store. In order to this new design aspect, the target group of DIY-er was refined via the design aspect. So we address not only the typical DIYer but the design-affine and culturally interested people. In 2019 the sequel of this new brand, established by a DIY-chain, came up: the HORNBACH WERKSTÜCK Edition 002. Build by yourself, to become a part of a design classic in the progress.

DIY store HORNBACH provides everything to meet the customers’ will and participation for “doing it yourself”. By building an engaging and modern experience that rewards all the makers and do-ers with a high-end piece of design furniture. Build by themselves with their own bare hands. A project that speaks to the soul of true makers more than any campaign before. With this campaign, the target group was refined in order to the new design aspect and not only addressed the typical DIYer but the design-affine and culturally interested people.

The campaign accompanies the architect Yo Shimada from the inspiration phase to the finished table. It shows how social developments, nature and the interplay of light and colour contribute equally to design. Teasers exclusively announced the continuation of the WERKSTÜCK Edition in social media. The elements of the Japanese inspired design were staged with a promotional spot. In addition, an extensive documentary could be seen in the digital channels and in the cinema. Online banners and print ads placed in trade journals led to the microsite where you will find information about the visionary Yo Shimada, his inspiration for the table, the HORNBACH material and step-by-step instructions for the construction of the Utsuri Table. The building book manifests the vision of WERKSTÜCK 002 on 88 pages. This is how HORNBACH continues to bring design where it belongs in the future: in the peoples’ hands.

With our campaign “The HORNBACH WERKSTÜCK Edition 002” we reached 42,6 million contacts overall.

Via social mediat he films generated 23,8 million contacts within our target group. Most of the contacts fell upon Facebook, with 13,3 million. Beside this, 10,5 million were generated via Instagram.

The documentation was shown in several cinemas and generated almost 280.000 contacts. Almost 50% of our target group say, that the campaign “tells them something new about the brand”.

Since January 2019, where the campaign started, about 127 “WERKSTÜCK Edition 002” books were sold.