Piece #1

  • #Heldenkranz / Crown of Glory


Piece #1 - #Heldenkranz / Crown of Glory


Company:
Heimat Werbeagentur GmbH
Award:
AME Gold Medallion
Brand:
Hornbach Baumarkt AG
Title:
#HELDENKRANZ / CROWN OF GLORY
Country:
GERMANY
Competition:
use of discipline
Category:
media planning

Talent Credits

  1. Thomas Schnaitmann - HORNBACH, Head of Marketing
  2. Julia Ziegelmann - HORNBACH, Head of Brand Communication
  3. Guido Heffels - HEIMAT, Chief Creative Officer + Creative Director
  4. Tim Holtkötter - HEIMAT, Agency Account Supervisor
  5. Teresa Jung - HEIMAT, Creative Director
  6. Corbinian Hennies - HEIMAT, Senior Copywriter
  7. Jonas von Schwedes - HEIMAT, Senior Art Director
  8. Gunther Osburg - HEIMAT, Senior Copywriter
  9. Marie Legat - HEIMAT, Art Director
  10. Franziska Lequen - HEIMAT, Agency Account Manager
  11. Kerstin Heffels - HEIMAT, Agency Producer

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 HRONBACH 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.



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