The idea was to bring back the magic from the past. Therefore, we sent three football fans back to the stadium where Denmark won the European final 25 years ago. Here, the fans located the very piece of grass where the first Danish goal was scored and brought it home. And placed the grass at the same spot in the Danish national stadium with the assistance of national football hero John Jensen, who scored the epic goal in 1992.

The Great Grass-plantation was documented in an online video and then released just a few days before the crucial match against Poland. Simultaneously, press material was sent to a wide range of media, both national and international as well as more specialized football media around the world. Furthermore, the press material was differentiated according to the various media – the Danish media, e.g., also received small videos where national football hero John Jensen explains the significance of The Great Grass-plantation.

The Great Grass-plantation brought the magic back to Danish football and made the team and the fans believe in new glory – together with the proud sponsor. But not only that, Denmark beat mighty Poland 4-0, proving there’s still some magic left in modern football…

Here are the other results:

Reach: 1,041,000 (Danish population: 5,600,000)

PR value: €450,407

Media ROI: 14