A hammer for a campaign – you wouldn’t believe how well that worked out. The hammer is key and center for the whole HORNBACH summer campaign. I was responsible for the social media strategy, overall campaign strategy, ideas around the hammer and both mobile and desktop website.
Awesome story short: We bought a tank. Destroyed it. And made 7000 hammers of it. A hammer as it could only come from Hornbach.
More features: A three-dimensional view of the hammer, daily updated information where to buy it, FAQs and a secret and exclusive area only for owners of a hammer.visit the website
Of course we have perfectly translated the desktop experience to mobile, using swipes and the accelerometer.
Social Media really played an important key role in this campaign and came in three phases.
Phase 1: One month before the official start of the campaign and before the release of the tv ad we posted a picture of the tank on the Hornbach facebook wall. “Hornbach bought a tank.” With no reason or explanation for it the facebook fans went crazy about it. We published bits and pieces but without telling to much, until …
… Phase 2: We presented the hammer and sold 150 in a facebook-only-pre-sale. They were sold in under 15 minutes. After the start of the tv ad and the beginning of sale in stores and online shop the whole contingent was sold within 24 hours.
Phase 3: The whole contingent? No … we kept 700 hammers back for extraordinary events to raise the hype even more.
Yeah. The hammer is a huge success. In addition to many blogs, the Playboy magazine, RTL, and Pro7 reported about it and the fans of Hornbach love it. Further results coming.
|Job:||Digital Art Direction, Kampagnendramaturgie, Concept, Design|
|Creative Directors:||Guido Heffels, Kai Heuser|
|Art Directors:||Martjin Koster, Christopher Brinkmann, Susanna Fill, Jared Leistner|
|Copywriters:||Mirjam Kundt, Gun Aydemir|
|Account:||Fabian Stein, Christina Walke|