Hagebaumarkt and Tollwood Festival
Briefing: Hagebaumarkt is a confederation of building supply stores with more than 360 medium-sized wholesale and retail dealers for construction materials, wood, tiles and garden products.
Hagebaumarkt was looking for a sustainable, charitable co-operation generating public interest.
Approach: Pentaship developed the “Arche-Projekt” (Ark-Project) at the Tollwood Festival:
Under professional instruction twenty jobless juveniles without apprenticeship built an ark resembling an African dhow. The actual construction time was the same as the festival´s duration (4 weeks). The 11 metres long ship was built in the middle of the Tollwood Festival area. The entire building process could be followed and watched via WebCam on the Tollwood homepage and on YouTube and Facebook.
Also Hagebaumarkt had been integrated in the entire communication strategy and the world of the Tollwood Festival.
Results: All in all the campaign generated a media range of approximately 200 million contacts. Hagebaumarkt increased its brand awareness as supplier of practical services and large assortment of goods.
After the Tollwood Festival the ark was donated to a non-profit-organization and finally docked at the “kids to life” foundation.