The 10-minute short film “THE INFINITE HOUSE” by DIY and Home Improvement store chain Hornbach shifted the focus of the company’s marketing activities to the internet, secretly paving the way for the future online shop. The campaign aimed at offering interested consumers a sense of proximity and a platform for dialog in the infinite world of the web, especially for those without a real Hornbach store in their neighborhood.The aim was to promote true limitlessness. On the one hand, limitlessness in the sense of DIY and Home Improvement outlining that the only limit here is the imagination but on the other hand, limitlessness in the context of the Hornbach brand’s core values: unlimited friendship, loyalty and being a good neighbor.

Hornbach used their accustomed primary channels to promote the movie, placing ads with their typical short DIY messages in print media and on TV. The short provided the basis for offering a growing number of Facebook fans further activities and additional goodies such as construction manuals for the featured furniture. Profiles were set up for the individual characters; it was here that the story continued through the numerous comments left – some maybe rather flippant, but all displaying a keen sense of good DIY spirit. As a supporting film, “Das Grenzenlose Haus” than debuted in selected cinemas, where it was shown in full length. Later it was presented on a TV guide’s DVD. An elaborate children’s book took up the story; the publishing house that produced the book had been established specifically for this purpose. A free-of-charge Hornbach insert concluded the campaign.

The film was watched online 1.7 million times and convinced 10,000 people to “become a dedicated Hornbach fan”, whom Hornbach then managed directly through the channel, independent of the film.

Talking about awareness and sales "The Infinte House" became one of the most successfull Hornbach campaigns ever. The analog world of DIY had reached the digital world.