The objective was to generate such awareness with the message ‘It seems impossible. Until you do it.’ that it would become a talking point within the Hornbach target group. With innovative power, in close alliance with the DIY-community and in a way that can only be done by Hornbach.
With the slogan, ‘It seems impossible. Until you do it’, Hornbach also positions its campaign in a social context. With an exceptionally long to-do list. Realised in the form of a gigantic, innovative story-telling mural with new novelty value from day to day. Created with ongoing active participation of the target group. The necessary agility and a permanently unrestricted view of the mural is enabled by a first mover: Albert - a spectacular mural robot.
The promotion became a talking point within the community. 70,000 makers and doers actively participated in the decision on which items were placed on the wall. On Facebook, the engagement rate in surveys was up to 8 times higher than for all previous Hornbach postings with this mechanism. On Instagram, the engagement rate achieved a very high 3.7%. Intense interest within the target group: the view through rate was 4.75 times higher than the benchmark across all Hornbach video posts.