Thanks to a strong program and a beloved brand, the Muscular Dystrophy Foundation was able to announce that Grøn 2024 was sold out a month before the concerts began. But what do you do when 40% of the media budget is still unspent? Instead of increasing demand for already sold-out tickets, we decided to turn the communication around and give a heartfelt thanks from the Muscular Dystrophy Foundation and Tuborg. Thanks to all ticket buyers for joining the party—and for the stronger "muscles" their contributions give to the Foundation. The result? All benchmarks for recall, message comprehension, and liking were exceeded, Tuborg became top of mind, and the Grøn concerts turned into a record-breaking celebration with 195,000 guests.
