The challenge was to stay afloat in an over-saturated DIY market landscape, differentiating from

the other competitors, as well as engaging consumers to align to interact with the brand

campaign. To leverage the brand's perception, the Hornbach Hammer had to display an

idiosyncratic appeal, and tell the unique story of a hammer that only the quintessence of the

brand Hornbach could create. A unique product was conceived, infused with the Hornbach DNA,

and a campaign surrounding the product confronted consumers. Fans were kept in constant

awareness, with new content being released daily by the brand, as well as small challenges to

prove they are worth one of the last 700 available hammers. Content was uploaded, sand

castles were built, and poems were recited. All from real consumers, in order to catch the

brand's attention and a chance to get their hands on the last 700. The impact was imminent, and

the 'Hornbach Hammer' received a symbolic value, earning the trust of their fans. A very strong

consumer response was experienced online, which induced earned press and TV space.

Out-of-home media, considered controversial by some, escalated discussions in the German

and Austrian press. Going forward was the next step. The social media strategy was leveraging

on the interactions between brand and consumer, giving the opportunity to experience the

limited-edition product and become one of the lucky 7000 owners. More than 10,000,000

impressions on Facebook later, the hammer was sold out entirely.

The story – from tank to hammer – was revealed piece by piece on the microsite and Facebook, creating awareness and desire alike. Nearly all hammers were sold out before the campaign in traditional media (TV, OOH, print) began. The hammer came with an engraved serial number and was sold in a remarkable, beautifully designed and illustrated package. The hammer, together with an illustrated flag of raw linen, postcards showing the production process and a care manual were included inside. On the microsite, a special area for Hornbach Hammer owners revealed extra goodies and special content.

The HORNBACH HAMMER became a sought-after product. The online presale proved this, 150 hammers gone in under 20 minutes, using the microsite and Facebook. In three days, the hammer was sold out in stores, thanks to the online awareness. The last 700 were sold in special events under extreme conditions to fans who proved their DIY passion. 10,000,000 Facebook interactions later, the product became one of the most wanted products in Germany, with eBay bids ranking 656 Euros, compared to the launching price of 25. During the promotion in the highly-competitive German DIY market, one brand clearly stood out: Hornbach.