Our brief from Today’s Golfer was to increase understanding and awareness of the 2-Fore!-1 product.
However, the product offering had become confused, from a simple 2 for the price of 1, to a more complex set of offers including a last-minute discount offering and a mobile deal.
After conducting focus groups with the title’s target audience, who classed themselves as ‘serious golfers’, a clear insight began to emerge around their passion for the game: “I’m always thinking about my next round”.
This thought gave us a clear direction to focus on. Our audience had playing golf permanently on their minds and that when given half a chance and a club shaped object in their hand, the true golfer can’t resist a chip or putt.
This lead to our campaign: “Because you can never play too much golf”.
Executed to stand out in media packed full of editorial and advertising featuring fairways and greens, our ad campaign starred real-life golfers shot in situations that brought humour and personality to the product, as well as explaining the offer in a far simpler format.
Results and Reactions:
Due to its stark contrast to traditional golf advertising, the campaign gained significant standout both on and offline, increasing overall take up on the 2-Fore!-1 product offering.