Austria's best makers as part of the Hornbach community
Challenge
As the leading project market in Austria, Hornbach has a large community. How can we consolidate, inspire and further expand the strong Hornbach community? How do we combine national campaign radiance with regional advertising?
Austria's first project championship
Solution
Austrian tradespeople are getting their own event for the first time: the Hornbach Project Championship. There, they can put their expertise and craftsmanship to the test. A content-centered and regionally adapted media strategy draws attention to the event in the DIY community and encourages participation. Regional addressable TV & display ads, exclusive radio inserts and regional print cooperations call on makers to measure their DIY talent against the best in the country. With short stories and an exclusively created TV format around the final, we also bring Hornbach into the Austrian TV program.
Results
"The Hornbach Project Championship is a prime example of the interplay of a campaign with national appeal and regional significance. There is no better way to combine branding and community marketing!"
Managing Partner
Mediaplus Austria
AWARDS
VAMP Award
3x VAMP Award for creativity & innovation, DOOH, Best Ambient Media Campaign
2023
EFFIE
3x EFFIE for Brand Experience and Reteail
2023
Media Award
4x Media Award for excellent media strategy, excellent brand-content-integration, excellent media-innovation
2023
OOH Awards
OOH Award for Retail
2023
Key Takeaways
#1
The combination of branding and community marketing works
#2
Authentic content collaborations generate reach
#3
User-generated content has a high advertising impact
