BAUHAUS introduced a new delivery service to more than 15,000 parcel pick-up points across the Czech Republic. For a brand traditionally associated with its network of specialist DIY stores, this marked an important step towards greater flexibility and a more modern retail experience. But that was also the challenge. Logistics is not a topic that naturally captures people’s attention. So how do you communicate a distribution innovation in a way that people actually notice?

BAUHAUS introduced a new delivery service to more than 15,000 parcel pick-up points across the Czech Republic. For a brand traditionally associated with its network of specialist DIY stores, this marked an important step towards greater flexibility and a more modern retail experience. But that was also the challenge. Logistics is not a topic that naturally captures people’s attention. So how do you communicate a distribution innovation in a way that people actually notice?

PEOPLE MAY FORGET A SERVICE, BUT THEY REMEMBER AN EXPERIENCE

In a marketplace crowded with discounts, promotions, and product messages, there was a real risk that the new service would simply go unnoticed. Instead of explaining the service through traditional communication, we decided to create an experience—one that would engage people in public spaces, attract media attention, and generate organic content on social media. We transformed an ordinary parcel collection into a moment of surprise—a memorable experience that people would genuinely enjoy sharing. To reinforce the campaign, we also involved BAUHAUS’s long-time brand ambassador, Vojta Kotek.

THE ICONIC RIDE-ON MOWER TAKES CENTRE STAGE

The campaign revolved around the iconic ride-on mower featured in BAUHAUS’s spring TV commercial. We brought this familiar symbol from the screen into the real world, making it the central element of the campaign. No longer just a visual asset from an advertisement, it became part of a real-life experience that connected the TV campaign, public activations, media storytelling, and social media content. The mower appeared at high-profile locations across the Czech Republic, including a hockey match in České Budějovice, the Brno Exhibition Centre, Aqualand Moravia, and Prague’s prestigious Pařížská Street. These locations hosted pop-up activations that brought the brand closer to people and created moments that were impossible to miss.

VOJTA KOTEK AS THE PARCEL PICK-UP ASSISTANT

We also designed a unique experience for journalists and influencers, including jendakazda, bydlimevsadu, zuzana.berger. Members of the media ordered products from the BAUHAUS e-shop and collected them during a press event in exactly the same way as regular customers—with one important difference: their parcels were personally handed over by Vojta Kotek, a renowned Czech actor and director and BAUHAUS’s long-standing brand ambassador.

This simple twist transformed a routine transaction into a memorable surprise. What could have been perceived as just another logistics service became an engaging story that naturally found its way into the media and across social platforms. The event was attended by 48 journalists and generated content that continued to spread organically across multiple channels.