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.

In December 2012, the DIY and home improvement store Hornbach bought a Russian tank and transformed it into a promotional product: The Hornbach Hammer. An icon of DIY culture, limited to 7,000 pieces, and ready for the 2013 summer campaign. The challenge was revealing the story – from tank to hammer piece by piece on Facebook, as well as the web campaign microsite. The objective was, of course, delivering a neat package of information to consumers, in an interactive and relevant way, as well as creating awareness and desire of purchase for the tank-turned-hammer product.