#HELDENKRANZ / CROWN OF GLORY
Title | #HELDENKRANZ / CROWN OF GLORY |
Brand | HORNBACH |
Product/Service | DIY HOME IMPROVEMENTS SUPERSTORES |
Category |
A07. Corporate Image & Sponsorship |
Entrant
|
HEIMAT Berlin, GERMANY
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Production
|
COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
|
Additional Company
|
LOFT TONSTUDIOS Berlin, GERMANY
|
Credits
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 paid tribute to this well-known phenomenon, starting by bestowing it with a fitting name: Heldenkranz (which can be translated as Crown Of Glory).
Campaign Success
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 usage.
Describe the success of the promotion with both client and consumer including some quantifiable results
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. Research shows, a 12% increase of brand awareness in comparison to the same time period year over year 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-belief gripped the country.
The campaign’s success is reflected in 2,6 million views 52% of which were gained organically, 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 +10% improved view rate. In total the campaign had a reach of 41 million contacts and gained 251,000 social engagements.
Explain why the method of promotion was most relevant to the product or service
The male bald patch. Separating the men of merit from the rest.
Embodying the spririt of inventiveness, eloquence and skills. In short, everything that the german DIY chainstore HORNBACH and their customers stand for.
A DIY brand pays tribute to underestimated hairstyle of the DIY enthusiasts.
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.