2008 Winners & Shortlists

Sales Promotion

Grand Prix Gold Silver Bronze Shortlist

HOUSE OF IMAGINATION
HORNBACH
HOME IMPROVEMENT SUPERSTORES
HEIMAT Berlin, GERMANY

Type of Entry:	Product & Service
Category:	Travel, Entertainment, Leisure & Retail, including E-Commerce & Restaurants
Title:	HOUSE OF IMAGINATION
Advertiser/Client:	HORNBACH
Product/Service:	HOME IMPROVEMENT SUPERSTORES
Entrant Company:	HEIMAT Berlin, GERMANY
Sales Promotion/Advertising Agency:	HEIMAT Berlin, GERMANY
Creative Credits

Name	Company	Position
Guido Heffels	HEIMAT, Berlin	Executive CD
Matthias Storath	HEIMAT, Berlin	Creative Director
Kai Gerken	HEIMAT, Berlin	Art Director
Stephan Vens	Trigger Happy Productions	Producer
Kerstin Breuer	HEIMAT, Berlin	FFF Producer
Ralf Schmerberg	Trigger Happy Productions	Director / Curator
Frank Griebe	HEIMAT, Berlin	D.O.P.
Jaana Prüss	HEIMAT, Berlin	Curator
Lena Mahr	HEIMAT, Berlin	Design
Peter Weber	HEIMAT, Berlin	Curator
Nicolas Blankenhorn	Trigger Happy Productions	Assistant Producer
Carola Storto	HEIMAT, Berlin	Producer
Susanne Dueber	HEIMAT, Berlin	Copywriter
Stefano di Fenso	HEIMAT, Berlin	Director/ TVCs 2
Markus Mueller	HEIMAT, Berlin	Photographer
Silke Neumann	BUREAU N	PR
Miliane Nani Meimeth	Trigger Happy Productions	Producer
Frank Sahler	Hornbach	Head of Advertising
Yves Kraemer	HEIMAT, Berlin	Account Executive
Danny Baarz	HEIMAT, Berlin	Art Director
Jan Hinrich Hoffmann	HEIMAT, Berlin	D.O.P. / TVCs 2
Mosermeyer		Sound / TVCs 1
Audioforce		Sound / TVCs 2

Describe the brief from the client:

Turn the Hornbach Home improvement Stores Imagination theme into a surprising sales promotion, that makes Hornbach sexy among the non costumers. And tell once again that Hornbach is not just another low and even lower prices retail store chain but the ultimate sheriff in the world of DIY and Home Improvement.

Describe how the promotion developed from concept to implementation:

We founded the HOUSE OF IMAGINATION, an old empty apartment building in the middle of Berlin and asked 12 international artists to turn the standard living rooms provided into amazing, bizarre, fantastic experiences. The artists wer sound designers, Kitsch enthusiats, interior designers, performance artists etc. Besides the interesting exhibition we installed a permanent night/ music club besides an avantgarde restaurant which turned the HOUSE OF IMAGINATION into a Place to be in Berlin. We aimed at a total of 10000 people during the two weeks. We aimed at another proof that there is only DIY Store Chain that matters.

Describe the success of the promotion with both client and consumer including some quantifiable results:

More than 2,000 people attended the official opening, which once again put Hornbach on the map of D.I.Y. and cultural life in general. The event drew attention worldwide and made Hornbach stand out from the massive field of competitors who usually focus on low prices. In total 18.000 people showed up to see the HOUSE OF IMAGINATION exhibition. Sales at the 11 Berlin Hornbach Stores increased by 30% shortly after the massive press echo and word of mouth.

Explain why the method of promotion was most relevant to the product or service:

Only a company of that size and product variety could make good on such an promotion It showed in a clever and surprising way what you can create with simple building materials combined with fantasy and imagination. Though the exhibition went quite far from usual renovation schemes, the HOUSE OF IMAGINATION inspired the audience to start creating their own, wonderful world. Beside all this: from the very beginning HORNBACH made DIY, Renovation, Home improvement part of the POP Culture. The House of Imagination was just another proof.