When the Superliga title race was decided in Parken on May 26, we - together with SÆTHER - seized the opportunity to be present exactly where the excitement and atmosphere peaked. The goal was to reach fans at the very moment when their attention and emotions were at their highest, ensuring the message would have maximum impact.

With Rabanne’s iconic Invictus fragrance - shaped like a trophy and created to celebrate victory - we activated a programmatic Metro campaign across 8 of Copenhagen’s busiest stations. In this context, “programmatic” means that, through advanced targeting, we were able to display the message in real time on the most relevant digital screens, right where fans were moving on their way to the match.

As 36,000 fans made their way to the sold-out game between F.C. Copenhagen and FC Nordsjælland, the campaign achieved 100% Share of Voice (SOV) on 75 digital screens. This means our message occupied every digital surface across the stations at the game’s critical moments, ensuring maximum visibility and presence precisely when fans’ attention was at its peak.

Cecilie Rørth, Nordic Brand Manager at SÆTHER, states:
“We are proud to have collaborated with Bauer Media Outdoor on this high-impact activation during one of the biggest sporting events of the year in Denmark. This was about more than just visibility — it was a celebration of triumph. The synergy between Rabanne Invictus and the Danish Championship could not have been stronger, with the iconic Invictus trophy-shaped bottle serving as the perfect reflection of the moment when F.C. Copenhagen lifted the cup. A big thank-you to our partners for helping us bring this idea to life — and create real impact right at the heart of our target audience.”

The campaign was activated on May 25, 2025, and ran across 75 digital screens at 8 Metro stations in Copenhagen. It was displayed over a total period of 6 hours: 3 hours before kickoff, during the match, and 1.5 hours after the final whistle. The schedule was designed to ensure visibility during the most high-traffic periods surrounding the event.

We thank SÆTHER for a strong collaboration and a shared passion for impactful storytelling and precise media activation.

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