Title	#HELDENKRANZ / CROWN OF GLORY
Brand	HORNBACH
Product/Service	DIY HOME IMPROVEMENTS SUPERSTORES
Category	A01. Creative Data Enhancement
Entrant	HEIMAT Berlin, GERMANY
Idea Creation	HEIMAT Berlin, GERMANY
Production	COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
Additional Company	LOFT TONSTUDIOS Berlin, GERMANY

Name	Company	Position
Guido Heffels	HEIMAT Berlin	Chief Creative Officer
Guido Heffels	HEIMAT Berlin	Creative Director
Teresa Jung	HEIMAT Berlin	Creative Director
Tim Holtkötter	HEIMAT Berlin	Agency Account Supervisor
Franziska Lequen	HEIMAT Berlin	Agency Account Manager
Jonas von Schwedes	HEIMAT Berlin	Senior Art Director
Gunther Osburg	Gunther Osburg	Senior Copywriter
Corbinian Hennies	HEIMAT Berlin	Senior Copywriter
Marie Legat	HEIMAT Berlin	Art Director
Kerstin Heffels	HEIMAT Berlin	Agency Producer
Nico Beyer	-	Director
Michael Mieke	-	Director of Photography
Olaf Blecker	-	Photographer
Juri Wiesner	Cobblestone	Executive Producer
Simone Eichhorn	-	Costumes
Nadine Wagner	-	Mask
Christian Meyer	-	Music Producer
Andrea Baracca	-	Grading
David Arnold	LOFT Studios	Sound Designer
Thomas Schnaitmann	Hornbach	Client Marketing Director
Julia Ziegelmann	Hornbach	Client Marketing Director

The Campaign

With 36,7% of HORNBACH clients suffering from hairloss, we decided to turn the tables and make male pattern baldness to a privilege, by bestowing it with a fitting name: Heldenkranz (which can be translated as Crown Of Glory). And pushing the word into the general German linguistic use.

Within a week #Heldenkranz became one of the top twitter trends in Germany and the name became part of the German language. Additionally, it achieved a huge level of brand engagement. As research shows, during the campaign a 12% increase of brand awareness in comparison to the same time period in previous years was noticed. Men all around Germany celebrated their bald head and posted selfies to show it with pride, which were gathered on a tagboard. A wave of self-believing gripped the country. The campaign’s success is reflected in 2,6 million views 52% of which was gained organically, with a clickrate of 33% (whereas HORNBACHs click rates lie around 19-23%) and over 4000 comments. The relevance of the topic and the orchestration of the different media channels also led to the +10% improved view rate. In total the campaign reached 41, Mio brutto contacts and gained 251.000 social engagements.

We used the statistical evaluation of more than 600 hours of surveillance footage in HORNBACH stores for the campaign in the summer of 2016.

The European Soccer Championship lures millions in front of the TV. The consequence: High advertising pressure. How can a brand stand out and benefit from its concentrated huge audiences? HORNBACH identified, soccer fans and the HORNBACH target group (36,7%) have one thing in common: Male pattern baldness. The Euro-Soccer Championship was the perfect opportunity for HORNBACH to play tribute to this well-known phenomenon, starting by bestowing it with a fitting name: Heldenkranz (translating as “Crown Of Glory”). In its TV spot, HORNBACH calls on the “affected” men to wear their Crown Of Glory with pride. And to front this insane world head on with their widening crown. In addition, online and social media were used extensively to activate and amplify the campaign - as second screen usage increases notably during sports events. Building on that, user content was collected daily on Twitter, Instagram, Facebook and displayed on the #Heldenkranz tagboard.