The communication was aimed at the broad mass of craftsmen professionals, private builders and modernizers as well as renovators, do-it-yourselfers and hobbyists. The main aim here was to appeal emotionally to the pride of the target group and, at the same time, to deliver concrete offers that generate sales from the doer attitude of the target group.
In order to anchor hagebaumarkt in the relevant set of the target group, the JOM Group developed a 2-in-1 campaign. The basic communication focused on an extended flight over four months, in which the hagebau anniversary spot was used. The 60-second spot was broadcast across linear and non-linear moving image channels (TV/online) as part of a high-reach campaign – a summary of the success to date with an appeal to the challenges of the future.
Theme-specific sales campaigns (start of the year, spring, summer, fall and winter) flanked the basic communication flights. These were communicated selectively in the form of TV, at the PoS, on the radio and in inserts. To highlight the regional presence of the stores and achieve a direct drive-to-shop effect, we focused OoH communication directly on the store environments.
The campaign thus combined highly successful emotional brand-building components with clearly sales-oriented communication right up to the POS.