THE GREAT GRASS-PLANTATION

ClientHUMMEL
Category B11. Sponsorship & Partnership
TitleTHE GREAT GRASS-PLANTATION
Product/ServiceSPORTSWEAR
Entrant ENVISION Aarhus, DENMARK
Idea Creation ENVISION Aarhus, DENMARK
PR ENVISION Aarhus, DENMARK
Production ENVISION Aarhus, DENMARK
Production 2 M2FILM Århus, DENMARK
Additional Company OATH NORDICS København K, DENMARK
Additional Company 2 HARBINGER PUBLIC RELATIONS Hellerup, DENMARK
Credits
Name Company Position
Rasmus Saaby Bentzen Envision Art Director
Peter Boe Envision Copywriter
Tomas Olesen Envision Account Manager
Jesper Herholt Envision Creative Director
Morten Lund Hummel Marketing Manager
Rasmus Pilgaard M2 Film Director
Ronni Madsen M2 Production Company Producer

The Campaign

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.

Execution

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

The Situation

Only a few days before the most important international football match in Denmark, in several years, we sent out a press release containing a video which documented how hummel had gone to extreme lengths to bring back the magic to the struggling Danish team – a former European champion but now about to fail the third qualification in a row unless they won the next game against mighty Poland. An effort that resulted in huge attention from the media and made the fans believe in new glory for the Denmark team.

The Strategy

The primary target audience was Danes with an interest in the national football team – meaning practically everybody, football being the no. 1 sport in Denmark for decades. But there was also an international target audience divided in two categories: 1) Broad media in selected European countries. 2) Specialized football media around the world.