Hornbach: Heldenkranz

Hornbach, a German DIY retailer, launched its ‘#Heldenkranz’ campaign to successfully reach ts target audience during the Euros 2016; despite the fact that the brand is unrelated to football.

Campaign details

Brand: HornbachAdvertiser: HornbachAgency: Heimat Werbeagentur GmbHCountry: Germany

Countries in which effectiveness was proven

Austria & Germany.

Campaign background

Football is a European passion. Every four years, this passion becomes monomania for a month: this is known as the Euros. People won't stop watching, talking or even thinking football. This amount of focused attention is worth gold for brands and, during the Euro 2016, they would spend like it, going for spectacular ads and sponsoring players, teams and the event.

Enter Hornbach, a German DIY retailer. They don't sponsor teams. They don't...

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