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HOBBY MAXIA 595 KML: BUILT FOR CHILDREN

THE BEGINNING
As part of a weekly Hobby English course offered to all Hobby employees, Christoph Semkow presented to his English group a new children’s bed concept that he and his design team had deve-loped in Hobby’s prototyping workshop. The presentation and the children’s bed concept were so authentic and told with such enthusiasm that it was clear from that moment on that this true story would become the story for the launch campaign of the new MAXIA 595 KML floor plan.

THE STORY
BUILT FOR CHILDREN – The MAXIA 595 KML family floor plan
A true story by project manager Christoph Semkow and his team.

CHALLENGES
The period from development, production and control of the campaign to the press conference with the official live premiere on 13 January 2023 at the CMT in Stuttgart was only 4 weeks – the product was only available for video recordings and photos for the creation of sales documents and product websites from 21 November 2022.
TIMELINE
21 November 2022 Start of video production Creation story KML
09 December 2022 Start of photo and catalogue production KML
14 to 21 December 2022 Production of advertising material / measures for classic / online
22 December 2022 to 04 January 2023 Company holidays
09 January 2023 Start of product communication for the KML on the Hobby website
13 January 2023 Press event: Live presentation at the CMT Stuttgart with the story of its cre-ation
13 January 2023 Online campaign: Preerolls YouTube and social media ads
HIGHLIGHT
The actors of the creation video stood directly under the video screen during the live presentation and premiere of the creation video. At the end of the film, they were applauded by the journalists. After the press conference, they were available to answer questions.
MEASURES AT A GLANCE
• Online: Advertorials
• Online: Paid Media – Preerolls YouTube, Google Ads, Social Media Ads
• Classic: Brochure, 4-page, international in 12 national languages
• Classic BtoC: Development story in the customer magazine “Hobby heute”
• Classic: advertorials
• Classic: Trade fair displays
• PR: Press release
• PR: Press conference with video wall at the CMT

• market entry: january 13, 2023
• target group: families
• overall concept:BUILT FOR LIFE. AND EVERYTHING THAT IS YET TO COME:
  HOBBY’S NEW MAXIA 595 KML FAMILY CARAVAN

  With children. With dogs. With friends. Or as a couple with plenty of space for luggage:
  The MAXIA 595 KML is as varied as life itself. The multifunctional
  bed area can be used in more than nine different ways – from a sleeping and play area
  from a sleeping and play area to practical storage space and room for four-legged friends.

  The MAXIA 595 KML offers sleeping space for a maximum of 7 people. There is room for up to three beds in the multifunctional children’s bed area. Two bunk beds can be quickly and easily anchored in the rear. When the lower bed is not in use, the cushions can be used to create a small seating area. A curtain attached to the upper bed frame with Velcro transforms the playroom into a cosy cave.cosy cave.

  EQUIPMENT HIGHLIGHTS
  Perfectly coordinated colours and elaborately designed furniture are just part of the HobbyKomplett
  full equipment. Comfort and premium equipment come as standard in the
  MAXIA 595 KML as standard:
  – Unique children’s bed concept in the rear with over nine possible variations
  – Large children’s beds with a width of more than 73 cm, 2 m length and 100 kg load capacity per bed
  – huge family bed in the front thanks to optional
  – bed extension for single beds possible
  – Scandinavian design with natural materials and surfaces in a robust felt look
  – TRUMA Combi 6 heater
  – DOMETIC refrigerator with 133 litres incl.
  – 12-litre freezer compartment

  VARIABLE REAR AREA
  A multifunctional miracle: converting the beds and nine variants in the rear is a matter of minutes:
  – Large storage space
  – 1 bed, lower
  – 2 beds, top and bottom (as standard, complete)
  – 1 bed, top + luggage rack – 1 bed, top + seating area
  – 1 bed, top + set of play cave and painting table (set optional)
  – 2 beds, top and centre + luggage rack (middle bed optional)- 2 beds, top and centre + storage space / dog area (middle bed optional)
  – 3 beds (centre bed optional)