| Ame Awards 2017 | ||
|---|---|---|
| Use of Medium | Social Media: Germany | AME Silver Medallion |
Agency: Heimat Werbeagentur Gmbh
Brand: Hornbach Baumarkt Ag
Country: Germany
Hornbach, Head of Marketing: Thomas Schnaitmann
Hornbach, Head of Brand Communication: Julia Ziegelmann
Heimat, Chief Creative Officer + Creative Director: Guido Heffels
Heimat, Agency Account Supervisor: Tim Holtkötter
Heimat, Creative Director: Teresa Jung
Heimat, Senior Copywriter: Corbinian Hennies
Heimat, Senior Art Director: Jonas von Schwedes
Heimat, Senior Copywriter: Gunther Osburg
Heimat, Art Director: Marie Legat
Heimat, Agency Account Manager: Franziska Lequen
Heimat, Agency Producer: Kerstin Heffels
Synopsis:
Today football is more about styles than skills. So the UEFA European championships were the perfect occasion to take action for a brand that celebrates the real doers and go-getters: HORNBACH. The DIY store chain paid homage to its customers by celebrating the fully underestimated hairstyle of many DIY enthusiast: The male bald patch - bestowing it with a single empathic word: Heldenkranz - “Crown Of Glory”. The iconic phrase instantly spread via social media. It became the most successful campaign regarding engagement and involvement so far: A committed target group took of their hats and toupees. Within a week #Heldenkranz became one of the top twitter trends in Germany and HORNBACH’s most successful twitter campaign ever. With limited budget #Heldenkranz created a big buzz generating 41,4 million gross contacts in total. But most importantly HORNBACH sent a powerful message to its customers: Real men care about skills, not styles.