Hornbach Film, Digital, Case study #heldenkranz - Crown Of Glory [Case Video] by Heimat Berlin

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#heldenkranz - Crown Of Glory [Case Video]

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile, Case study
Market Germany
Agency Heimat Berlin
Chief Creative Officer Guido Heffels
Creative Director Guido Heffels, Teresa Jung
Art Director Marie Legat
Senior Art Director Jonas Von Schwedes
Senior Copywriter Gunther Osburg, Corbinian Hennies
Released November 2016

Awards

Ame Awards 2017
Use of Medium Social Media: Germany AME Silver Medallion

Credits & Description

Agency: Heimat Werbeagentur Gmbh
Brand: Hornbach Baumarkt Ag
Country: Germany
Hornbach, Head of Marketing: Thomas Schnaitmann
Hornbach, Head of Brand Communication: Julia Ziegelmann
Heimat, Chief Creative Officer + Creative Director: Guido Heffels
Heimat, Agency Account Supervisor: Tim Holtkötter
Heimat, Creative Director: Teresa Jung
Heimat, Senior Copywriter: Corbinian Hennies
Heimat, Senior Art Director: Jonas von Schwedes
Heimat, Senior Copywriter: Gunther Osburg
Heimat, Art Director: Marie Legat
Heimat, Agency Account Manager: Franziska Lequen
Heimat, Agency Producer: Kerstin Heffels
Synopsis:
Today football is more about styles than skills. So the UEFA European championships were the perfect occasion to take action for a brand that celebrates the real doers and go-getters: HORNBACH. The DIY store chain paid homage to its customers by celebrating the fully underestimated hairstyle of many DIY enthusiast: The male bald patch - bestowing it with a single empathic word: Heldenkranz - “Crown Of Glory”. The iconic phrase instantly spread via social media. It became the most successful campaign regarding engagement and involvement so far: A committed target group took of their hats and toupees. Within a week #Heldenkranz became one of the top twitter trends in Germany and HORNBACH’s most successful twitter campaign ever. With limited budget #Heldenkranz created a big buzz generating 41,4 million gross contacts in total. But most importantly HORNBACH sent a powerful message to its customers: Real men care about skills, not styles.