The background

Callaway Golf wanted to push their two most innovative drivers - the Fusion FT-i and Fusion FT5 – differentiating them from all the other Callaway and competitive product ranges in a saturated market.

The brief

Increase sales of both drivers on small budget.

Our response

The two Fusion drivers, although equally leading in their own areas, appeal to two very different styles of golfer. Trial is a key part of a golfer’s decision in choosing the right club. As such we pitched the two drivers head to head, challenging the consumer to test both and see which was best for them.
Taking cues from the age old ‘Rumble in the Bronx’ style of boxing advertising, we brought the challenge to life across media ranging from double and single page press, email, Point Of Sale and online advertising. This integrated campaign pivoted around a bespoke microsite that encouraged trial and sales via specific links to Callaway Golf Fusion stockists and
demo-days.

To increase response and data capture, the campaign was backed up by a promotion to win a set of Fusion clubs used by one of Callaway’s pros.

The results

Sales in the first month exceeded stock supply, meaning month-two advertising had to be decreased dramatically until stocks could be replenished. Demo-day attendance has been amongst Callaway’s highest ever and sign-up to the promotion has surpassed any previous Callaway website competitions.