Brand: HEMA
My contribution: Strategy, concept, styling & design
Workbase: Hallo Academy & presented to very enthusiastic marketing board of HEMA
Created: June 2007
Briefing & Insight
Create a concept that makes HEMA more open to its consumers.
So, co-creation is the key word. Everybody (in Holland) owns something from HEMA and often without really appreciating it. HEMA –with its wide range of products- is part our life and of the fun moments that pop up in daily life. HEMA is often subconsciously involved in the best moments.
Concept
HEMA asks her broad target group to send in pictures of their (creative) use of HEMA products. These images will be presented on the HEMA website and everyone can vote for their favourite product and picture which will in turn affect the follow-up. This consumer insight creates the basis for the HEMA concept.
HEMA creates the ‘spontane actieweken’ [spontaneous action weeks] for a few weeks a year. At Monday HEMA will present the ‘spontane actie item’ [action/special deal product], which will be on sale for two weeks. During this period consumers can send in their ideas about what spontaneous action they would like to experience. The best ideas will be realised in the spontane actie weken. From a huge picnic at the city square, romantic dinner for all city inhabitants or an overwhelming tompouce fight in the parc. You name it.
1 tompouce is jezelf verwennen
2 tompoucen is gezellig
10 tompoucen is een feestje
1000 tompoucen is… een zoete oorlog
NB We presented this concept to the very pleased HEMA marketing department. This concept was made before the change in photography style and before the introduction of 'HEMA favoriet'. HEMA favoriet is very similar to this concept (except the events), so they must have liked it.
