Eurobest

Man Cave

HEIMAT, Berlin / HORNBACH BAUMARKT / 2016

Awards:

1 Silver Eurobest
2 Shortlisted Eurobest
Presentation Image
Film
Presentation Image
Demo Film
Supporting Content
Supporting Images
Film
Case Film
Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

As HORNBACH is known for its passion for projects and a fair share of madness. It is the German Institution/Establishment for DIY competence.

Online tutorials that show how to install a shower or to lay tiles are totally fine. HORNBACH has been doing this for years. But the Internet is craving for cats driving a truck or dogs playing paintball.

Our solution: Combining tutorials and loopy projects. Because everyone has a desire for the unnormal that breaks with routines. This was the inception of the "Man Cave" - the revolution of the online tutorial; a DIY series in the footsteps of Netflix.

Description

In the fifth and final episode Mancave protagonist Herold manages to create a grand finally by inventing a real self-made hover-chair. He uses the armchair that used to be in his way and pimps it with nothing less than six leaf blowers.

Execution

Every fridays. At 2 pm. The Man Cave ruled the HORNBACH Facebook Channel. After the online community got used to this rhythm, it cried out to see the next episode already on Wednesday.

During 5 weeks this digital campaign was spreaded in different social media channels. On Facebook, YouTube, Instagram and Twitter all these heroic projects were broadcasted in a short video. On YouTube as pre-role ads, on Facebook the whole episode was shown, on Instagram 15 sec. versions of the episodes as loops and on Twitter as sponsored ads. First it was teased with a short trailer on these channels. Afterwards the full video of each project was published. Moreover there was a trailer shown in cinemas. In all these playouts was a link to the "Man Cave" microsite integrated. On this site people found all projects including the construction plans.

Similar Campaigns

12 items

This is an IKEA Store

BRIDGES PR, Makati city

This is an IKEA Store

2024, IKEA

(opens in a new tab)