Hornbach Baumarkt: The Infinite House

Saatchi & Saatchi

The key challenge of the HORNBACH autumn campaign 2010 was to find new communicative ways in which to present the brand’s positioning as project DIY store. Firstly, to differentiate the brand from its competitors. And secondly, to increase campaign efficiency in the face of a lower budget.

So, HORNBACH opted for a 10-minute short film on the internet that conveyed the brand’s positioning in more detail and more entertainingly than any TV commercial could ever achieve. The positive reactions from all participating European countries confirmed the idea’s success. And the indisputable improvement of performance efficiency confirmed that this innovative step also made total sense from an economic perspective.


Increase efficiency in advertising, business, online and brand performance.


The campaign’s core target group remained “DIY project customers”.