The idea of a long football relay race across the country evolved a lot as we were working on it:- We produced a traditional TVC to get people to sign up and created a ‘talk of the town’ effect by letting Brizze, Danish champion of freestyle football, kick-off the event.- A film crew followed the ball on the route and we produced ‘Highlights of the day’ films that went online.- We cooperated with Tivoli at the end of the race and turned the world famous amusement park into one big football playground.

When you read the following numbers, please bear in mind that Denmark have a population of just five million people:We had more than 5,000 participants on the route from Skagen to Copenhagen.More than 50,000 unique visitors and 400,000 page views on Faxekondi.dk.More than 80,000 participating fans on Facebook.Publicity through national, regional and local media worth more than €200,000.And, finally, the Faxe Kondi market share went up 14% while Coca-Cola went down by 9%.