Cannes Lions

Crown of Glory/#Heldenkranz

HEIMAT, Berlin / HORNBACH BAUMARKT / 2017

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Overview

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Overview

Description

With 36,7% of HORNBACH clients suffering from hairloss, we decided to turn the tables and make male pattern baldness to a privilege,

by bestowing it with a fitting name: Heldenkranz (which can be translated as Crown Of Glory). And pushing the word into the general German linguistic use.

Execution

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.

Outcome

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. As research shows, during the campaign a 12% increase of brand awareness in comparison to the same time period in previous years 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-believing gripped the country.

The campaign’s success is reflected in 2,6 million views 52% of which was gained organically, with 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 the +10% improved view rate. In total the campaign reached 41, Mio brutto contacts and gained 251.000 social engagements.

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