Hornbach JEWELLERY
Your HORNBACH My Jewellery
Time
Mar. 2024-May. 2024
Duration
6 weeks
Project brief
HORNBACH Jewellery is an activity that uses different hardware parts in the HORNBACH market to assemble your own unique fashion jewelry. We use Tik Tok to convey the uniqueness of HORNBACH and inspire people's passion for creativity. This will attract more young customers and people who like handmade products to become fans of HORNBACH.
Company
Heimat TWBA/
Team
Yixiao He, Qi Cai, Siyu Gong
Task Brief
Have an insightful activation idea for the Hornbach brand that underlines Hornbach’s unique positioning by creating buzz that makes people react, participate, complain, worship, applause and become fans of Hornbach.
Inspirations
At the beginning of the project, we wanted to design a video advertisement for HORNBACH to reflect the characteristics of HORNBACH, everyone came up with a lot of keywords for HORNBACH, such as long history, complete tools, easy to buy, and based on these keywords, we came up with a lot of ideas about the characteristics of HORNBACH, such as: encouraging children to participate in making, attracting more people to HORNBACH, encouraging people to be brave to try, and so on.
In the initial stage we designed three solutions, but they needed to be redesigned because they were too complicated. After the first feedback on the idea, we started thinking again and wanted to make our idea more simple and creative so that people would feel more involved. We also wanted to have more ways to publicize the campaign than just video ads or promotions, and after some discussion, we came up with the following ideas.
Discover HORNBACH's infinite possibilities
We want to post topics on ins and TikTok so that people can look for products in the mall, create something beyond their imagination, and discover the infinite possibilities of the products. This will not only broaden the scope of communication but also allow more people to participate and stimulate their curiosity.
Blooming love
This is a flash mob on the street. We wanted to give people a flower made of plaster on Mother's Day so that they could go to the booth and paint the flower with their favorite color using the paint provided, and then take it home to give to their mothers, which not only gives them a unique gift but also lets them experience the fun of getting their hands dirty.
You've Done All These Things Before
We feel that the steps of many things in life are interconnected like the process of getting a haircut is very similar to the process of pruning a garden; getting a manicure is very similar to pruning a garden and painting a wall; and the process of getting a hair transplant is very similar to transplanting a tree. We wanted to show these things in a video, to show people that it's not hard to do your own renovation and that many things can be learned from everyday life.
The content of the video we conceived is roughly as follows: a lady walks into a nail salon, sits down, the nail technician starts to trim the dead skin of her fingers, the camera draws infinitely closer, the scene switches to a small person trimming a tree with scissors, and the rest of the scene follows suit.
After an in-depth discussion with the boss, we finally chose the first idea, and through gradual deepening, we finally settled on, a short video challenge with jewellery as the core, to stimulate everyone's desire to create, and encourage them to make it with their own hands, and turn the idea into reality.
Final Idea
We want to post the topic “HORNBACH JEWELRY” on ins and TikTok, so that people can look for products in the mall, make things beyond their imagination, and realize the infinite possibilities of the products, and show the diversity and flexibility of HORNBACH products.
Based on our field trip to HORNBACH and the search results on social media platforms, we found that HORNBACH's user group is mostly men who are passionate about handmade products, so we wanted to attract a wider user group. However, the user group that we could attract from the home and garden renovation is still limited, so we thought of changing our way of thinking. We wanted to use a kind of jewelry that is interesting, easy to use, creative, and easy to create for the majority of people. So we thought we would change our mindset and try to attract more users in a way that would be interesting to most people, easy to start, but with a lot of room for creativity.
In the process of browsing the HORNBACH online mall, we found that many big brands of jewelry can be reproduced with all the materials of HORNBACH, and these materials of HORNBACH have a relatively low price, so we confirmed the basic direction. This is not only inexpensive, but also to experience the most basic handmade fun, people can also continue to use their imagination to make a lot of crazy jewelry, and at the same time can also meet the young people who like to chase novelty and trend of the mentality, so that they can buy the product, their own hands to make jewelry to express their own unique personalities and attitudes to life, reflecting their own unique style.
Process
In order to get more people involved and to keep up with pop culture, we came up with the general theme of “fashion” and started with the title Fashion in HORNBACH, which suggests that people can use HORNBACH products to use their imagination and create their own customized jewelry or realize their own crazy jewelry design ideas at a low price. Jewelry or to realize their own crazy jewelry design ideas, whether it's a necklace made of water pipes or a headdress decorated with screws and nails, can be realized at HORNBACH. Based on the suggestions, we changed the name to “HORNBACH JEWELRY” in order to better visualize what we want to encourage people to make and express.
What we did
Promotions
After deciding on the content of the campaign, we started to think about the format of the campaign. At first, we wanted to start the campaign in HORNBACH with an on-site challenge, but since this format would have a limit on the number of participants and would have a small distribution range, we came up with the idea of using the short-video platform TikTok, which is characterized by a wide range of distribution, high speed, low cost, and has a user base that spans across all ages and demographics, so we ended up choosing the short-video platform TikTok, which is also a top-rated platform for short videos.
TikTok has a wide range of dissemination, speed, low cost, and user groups across all age groups and populations, so we finally chose to create a topic challenge #HORNBACHJEWELRY released on the TIOKTOK platform, and in the early stage by inviting some of the fields of handmade netizens to release the production of the video, thereby attracting more ordinary people to participate in the people to give full play to their creativity. We wanted to create a soundtrack for the videos so that when people swipe through the videos, they would hear the music and think of our challenge and “HORNBACH JEWELRY”, which we thought would attract more young customers and people who love handmade products, and also make it simple, fun and easy to film for distribution on TikTok, attracting more customers. We also think that this simple, fun, and easy-to-film content is suitable for TikTok and will attract more customers to HORNBACH.
Finalize
Throughout this project, our goal was to showcase the uniqueness of HORNBACH. Through our campaign, we wanted to convey to the public not only the image of HORNBACH as a hardware store, but also as a platform that encourages creativity, experimentation, and individual expression. We took the feedback from our two meetings and revisited our ideas to make sure they were simple, easy to understand, and creative, and that the public would have fun participating in our campaign. We want HORNBACH to be a source of inspiration, a place where anything imaginable can be brought to life.
Through this project, we want people to see not only the goods but also the possibilities - whether it's a necklace made of water pipes or a headdress decorated with screws and nails, each piece is unique.
Ultimately, we hope that the “HORNBACH JEWELRY” conversation will become more than just a marketing campaign - it will become a platform for everyone to participate in a world of unlimited creativity, to become an artist, and to create beauty with the tools in their hands.
