Hornbach Baumarkt: The Hornbach Hammer

Campaign details

Client: Hornbach Baumarkt AG
Brand: Hornbach
Agency: Heimat Werbeagentur GmbH
Category: Consumer Goods
Country: 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 of available options in Germany and Austria amounts to "competitive configurations that are to some extent ruinous"
  3. Growing significance of digital sales channels: online sales in the DIY sector are increasing and reached a new peak in 2012