HAGEBAUMARKT – COMPETITIVE ASSERTION AND ENHANCEMENT OF BRAND AWARENESS

CUSTOMER SINCE: 2021
INDUSTRY: DIY / BUILDING MATERIALS / DO-IT-YOURSELFERS
TARGET: COMPETITIVE ASSERTION / INCREASE OF AWARENESS AND ANCHORING IN THE RELEVANT SET OF THE TARGET GROUP

TARGET GROUP:PROFESSIONAL CRAFTSMEN / BUILDERS / MODERNIZERS / RENOVATORS / DO-IT-YOURSELFERS / HOBBYISTS
SERVICES: LINEAR AND NON-LINEAR MOVING IMAGE / POS / RADIO / PRINT / OUT-OF-HOME

Task / Challenge

Under the umbrella of the hagebau Group, hagebaumarkt is an established German DIY chain with more than 330 stores in Germany offering everything for DIY enthusiasts and professionals. Within the DIY market, hagebaumarkt plays right at the top in terms of sales (3rd place behind OBI & Bauhaus). Nevertheless, the brand is spontaneously less well known than its core competitors. The objective is therefore to assert hagebaumarkt against the “big spenders” and to bring it into the relevant set of the target group.

Approach

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.

Result

The combination of emotional brand-building components with clearly sales-oriented communication right up to the PoS paid off: The image enhancement within basic communication attracted attention and anchored hagebaumarkt in the minds of the target group. Sales activation increased purchases compared with the previous year and thus generated higher sales. In the battle for German tradesmen, hagebaumarkt made the strongest gains. This not only enabled the company to extend the gap to its supposedly stronger competitors Hornbach and Bauhaus, but also to close the gap to the top dog OBI.

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Case image material

The accompanying visual material illustrates the results of the 2-in-1 campaign for the hagebaumarkt anniversary. Chart 1 presents the sales activation, Chart 2 the brand development.