Campaign details

Brand/Sponsor: Hornbach


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, the testosterone laden brand praised a symbol of real, mature manhood: The male bald patch, bestowing it with a single empathic word: Heldenkranz - "Crown Of Glory". With the implementation of the iconic phrase, HORNBACH created one of the most discussed and shared topics during the UEFA European championships. To create maximum awareness an online spot was placed in contexts where it creates the most friction: In football news and beauty blogs. Within a week #Heldenkranz became one of the top Twitter trends in Germany and created a big buzz with limited budget, reaching over 41,4 million gross contacts in total.

Marketing Context