Hornbach Baumarkt: The Hornbach Hammer

This case study describes how Hornbach Baumarkt, the German Hammer manufacturer, launched a limited addition 'must have' product that created such high demand that all the hammers sold out in three days in Germany and Austria.

Hornbach Baumarkt: The Hornbach Hammer

Campaign details

Client: Hornbach Baumarkt AGBrand: HornbachAgency: Heimat Werbeagentur GmbHCategory: Consumer GoodsCountry: Germany

For the first time after a few years of growth, the business year 2012 saw the German and Austrian DIY sector faced with a slight decline in sales. Three major challenges had to be met by all providers.

  1. Decline in the DIY market: between 2010 and 2012, the number of DIY enthusiasts in Germany fell by 4%.
  2. High levels of competition: in terms of space (sales area per 10,000 inhabitants), the sheer concentration...

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