Hornbach Baumarkt AG: Make it your project

HORNBACH won gold at the 2010 Euro Effies with this campaign. 'Make it your project' promoted the DIY store chain to the entire public, rather than just DIY enthusiasts.

Hornbach Baumarkt AG: Make it your project

HORNBACH is a DIY specialist with 130 DIY stores in nine European countries. With its “Make it your project” campaign, HORNBACH managed to pinpoint people's emotional state like no DIY store ever before. There is no other explanation for the campaign's overwhelming success on all levels during the crisis. HORNBACH successfully distinguished itself from competitors as a project DIY store that caters to the needs of DIY-ers.

OBJECTIVES

Business Objectives

  • Keeping up with the industry's anticipated growth rate (+2%)

  • Extending HORNBACH's penetration to achieve sales goal

Communication Objectives

  • Transforming HORNBACH into a leading...

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