PSV is a true supporters’ club. So why is the sacred pitch off limits to them? Energiedirect.nl’s ingenious PR strategy made fans ‘hero of the pitch’ for a day.
15 creative ideas were chosen from hundreds of submissions. The participants then collected votes. Their personal press releases and social activities created successful, free publicity campaigns featuring energiedirect.nl, boosting our ‘earned media’ enormously.
Floor gathered thousands of votes for her dream: a ballet lesson with 2,776 dancers on PSV turf and 5,000 spectators. Combining football and ballet generated considerable brand publicity, reaching 5,500,000 people with over € 330,000 in media value.
