Hornbach: #Heldenkranz / Crown of Glory

This case study explores how HORNBACH, a German DIY store, launched a national campaign in Germany and Austria, to represent male bald patches as a crown of glory and symbol of masculinity.

Campaign details

Brand/Sponsor: Hornbach

Title: #HELDENKRANZ / CROWN OF GLORY

Campaign Cost: $100,000-$1 million

Campaign Scope: National

Advertising Agency: HEIMAT, Berlin

Product Type: DIY Home Improvement Superstores

Campaign Start: 06/14/2016

Campaign Ends: 07/10/2016

Campaign Ran: Germany, Austria

Campaign Description: Engagement campaign

Campaign Summary

2016. The UEFA European championships. A big party for all football fans, but a big problem for HORNBACH: Customers were in the football fever, forgetting about their other passion: DIY. So when all brands tried to reach HORNBACH's target group by celebrating football, HORNBACH did not. Instead,...

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