How Scotland won the European Championships.

Okay, so we didn't qualify, a big problem for Scotland's No.1 lager. But we turned this problem to the brand's advantage with the simple insight that Tennent's could behave like a supporter, not a sponsor. The result? A fully integrated campaign that included an online fanzine that received 5.5million visits in 4 weeks; an ambient Travel Shop selling cheap flights to Portugal; a Euro Wall Chart that featured ‘Red Brick Wall', ‘Cornwall' and ‘Narwhal'; and tie-ups with Asda, EasyJet and Daily Record. Oh, and it won a Grand Prix.

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