Every DIY project is an invitation to touch, feel and experience materials ? from bliss and wellbeing to pain. A haptic journey that makes people aware of life.

But how does one transfer this analog feeling into the digital world?

By using an innovative and immersive digital experience: ASMR.

A specially 3D recording technique designed to elevate plain audio to an experience of the mind.

The mobile website made materials virtually touchable on every plain smartphone, no matter where.

With it, Hornbach introduced the world’s first tangible website & sales platform.

The campaign was first released in March 2016 with a visually stunning TV commercial that showed what it feels like, to work on a project:

A burly naked guy experiences the haptic journey and curiousity, like any DIY enthusiast who achieves a similar therapeutic satisfaction.

And even online we created a tangible website with Autonomous Sensory Meridian Response (ASMR) Videos. We used DIY Materials to create unforgettable sounds that triggered a tingle in the brain so people could feel the materials.

In out of home, people were invited to touch and feel real materials or get reminded what it feels like by closeups of hands touching wood, moss and stones.

Despite being still on air, the positive resonance of the HORNBACH spring campaign has already resulted in a PR value of 5.262.814€. 433.129 people engaged with our content online. In total we had 902.344 video views on YouTube and 51,105 Mio ad impressions online and on TV as well as 7,663 Mio ad impressions for our ASMR content pieces. Additionally, we reached out until today to more than 8.131.800 Spotify users and organically draw over 160 people daily to our new established Soundcloud account. These first results show how HORNBACH has successfully cut-through with its new campaign. An improvement of the brand perception and a sales increase are expected.