Cannes Lions

The First Analog Webstore

HEIMAT, Berlin / HORNBACH BAUMARKT / 2017

Case Film
MP3 Original Language
Presentation Image

Overview

Entries

Credits

Overview

Description

Spring 2016. DIY superstore HORNBACH flips the switch on its web shop. Digital products are turned into haptic experiences.

Instantly.

Using Autonomous Sensory Meridian Response.

A high-end 3D recording technology that enables sensory responses from the brain. Via audio.

Born was the first ever tangible website. An online shopping experience that taps into the memories of using hardware, and bringing them to life with the entirety of the spring product range.

Making HORNBACH the only DIY superstore worldwide that let you feel what you buy. Even online.

Execution

We used Autonomous Sensory Meridian Response (ASMR), a high-end 3D recording technology that enables sensory responses from the brain, to create the first ever tangible website. An online shopping experience, that brought the joy of interacting with materials to life.

We shared the immersive experience videos on social sharing sites, such as Youtube, Spotify and Soundcloud. Fans of ASMR and HORNBACH were fascinated from the first second and cried out for more.

Outcome

With the first tangible website ever, HORNBACH set up an extremely innovative campaign. The ASMR content delighted people worldwide, way beyond the HORNBACH community, gaining 11,663 Mio ad impressions. And the audience heavily interacted with the mobile site: It features: 2.211.492 interactions were listed.

The second part of the campaign happened on various music streaming services like Spotify, iTunes, AppleMusic, DEEZER, GooglePlay, napster, amazon and TIDAL as well as on a dedicated SoundCloud account.

In total, 8.131.800 Spotify users were reached and engaged, listening to an average of 5:42mins of the playlist. 160 people were organically drawn to the SoundCloud account daily. Brand awareness has been the main target for the ASMR campaign. Year over year, the first analog web store improved the brand awareness by 10,7%.

HORNBACH successfully became part of and was praised by the huge ASMR community.

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