Journalists’ tournaments and a 14-city roadshow
During the Football Championship all eyes were glued to the pitch, but no one thought of the gardening experts at Gardena. We wanted to change this. So we invented something that hadn’t been around until that point: table football with real grass! And as we needed someone to explain how it’s played, we engaged a table football champion who had run 14 tournaments throughout Germany and an equal number of PR presentations at TV broadcasting stations and publishing companies. But before the table went on its grand tour, we had to tell the media about it. So we created the Gardena Media Cup where editors played each other in Germany’s media cities Hamburg and Munich. But this was not the end of the story. We also organised a World Champions’ Premier Cup Night where several world champions couldn’t resist the temptation to have a go – including Franz Beckenbauer, Lothar Matthäus, Jupp Heynckes, Sepp Maier and several others.
As a result Gardena received numerous reports in all media genres, while we were shortlisted for an European Excellence Award in 2014, an award which is regularly conferred for Europe’s best advertising campaigns.