Title	#HELDENKRANZ / CROWN OF GLORY
Brand	HORNBACH
Product/Service	DIY HOME IMPROVEMENTS SUPERSTORES
Category	C07. Co-Creation & User Generated Content
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

Famous thinkers, inventors, leaders and a huge percentage of HORNBACH clients have one thing in common: Male pattern baldness. HORNBACH played tribute to this well-known phenomenon, starting by bestowing it with a fitting name: Heldenkranz (which can be translated as Crown Of Glory).

Execution

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 the campaign, which included compiling user content that was displayed on the daily #Heldenkranz tagboard. Within a week #Heldenkranz became one of the top twitter trends in Germany and the name became part of 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.

The Situation

The statistical evaluation of more than 600 hours of surveillance footage in HORNBACH stores showed that 36,7% of HORNBACH clients suffer from hair loss. We wanted to pay tribute to this well-known phenomenon and underestimated hair style of DIY-enthusiasts.

The Strategy

Summer 2016. The European Soccer Championship lures millions in front of the TV and second screen usage increases notably during sports events. When HORNBACH identified, that soccer fans and the HORNBACH target group (36,7%) have one thing in common: Male pattern baldness, the Euro-Soccer Championship became the perfect opportunity to play tribute to this well-known phenomenon. Starting by bestowing it with a fitting name: Heldenkranz (which translates as “Crown Of Glory”). In its TV/online spot and on social media HORNBACH calls on the “affected” men to wear their Crown Of Glory with pride. To front this insane world head on with their widening crown and post their “Crown of Glory” under the #Heldenkranz. Building on that, user content was collected daily on Twitter, Instagram and Facebook and displayed on the #Heldenkranz tagboard. Through this, HORNBACH managed to stand out and get this huge audience to engage with the brand.