The background
Callaway Golf is one of the world's leading innovators and manufacturers of golf equipment and apparel. But the job has become more challenging as competition has intensified and put pressure on sales and retail prices.
The brief
Make the brand more desirable through a campaign that introduced a new and revolutionary square headed driver and other breakthrough products to golfers across Europe.
Our response
We identified a truth about golf; that the conversation that happens on the golf course is as big a part of the game as hitting the ball, and that every golfer has their own opinion. We saw an opportunity to use Callaway's innovative culture to put the brand at the centre of the biggest debates in the sport and effectively own the debate. We used five extraordinary product innovations to elevate the brand story. Provocative headlines showed two conflicting opinions and encouraged golfers to join the debate. The forum www.help-shape-the-future-of-golf.com created an accessible environment for golfers to have their say and survey the issues of the day, whilst allowing Callaway to build a strong database of vocal brand advocates.
The results
The forum has received thousands of visits from golfers all around the world and generated useful feedback to the Callaway brand team on products and feelings toward the brand.
We’ve turned fairways across the land into battlegrounds for the biggest head-to-head since the Rumble in the Jungle. How? By challenging golfers to test drive Callaway’s two big hitters and name their champion.
