Hornbach D.I.Y./Home Improvement Superstores.Too Big For Some People. For Those Into D.I.Y. Just Right.

We used an yet unkown American motorbike stuntman to communicate the important size of Hornbach superstores by trying to jump over one. A amateur video captured the crash. Usually a campaign like that ends here but this was where the RON HAMMER campaign really started to take off. Step by step the media, both on and offline were brought on board to increase the credibility and, gradually, even the non-believers became believers. During four weeks the frontier between reality and fiction was gone: Ron Hammer became real. Hornbach became the most talked about D.I.Y. Store in Germany.

During the campaign, Hornbach was not only the most talked about D.I.Y store, Hornbach also jumped way ahead of the competition at the same time. With a plus of 6% compared to the whole market sector.Beside this the campaign became talk of the nation in Germany. The press coverage in print and TV equaled a media budget of more than 1,5 Mio Euro.