INSIGHT
The R&A is a leading golf body, promoting the game as accessible to everyone.
They came to us with their new initiative, GOLF.GOLF, which would help people of all ages and skill levels to pick up the clubs and give golf a go with accessible prices, free equipment and friendly instructors at various participating golf courses across the UK.
We were teed-up with the R&A’s extensive research and asked to create a launch film for the initiative, a suite of user personas and carry out user testing on a range of social assets. Lane and Lane Media paired up to give it our best shot.
IDEA
8 personas, 12 locations, 16 celebrities, 28 extras and 1 dog.
The GOLF.GOLF campaign was a real team effort, and our launch film was a beast of a shoot. The creative promoted the fact that golf isn’t stuffy or exclusive – it can be played by anyone and anywhere. We took advantage of The R&A’s links with famous faces, with Niall Horan as face of the initiative, along with a range of social shorts that featured stars of the screen and sporting world – our GOLF.GOLF ambassadors.
A suite of social assets were developed for our 8 personas, serving them with courses and options that we knew would fit them to a tee. It was then over to Lane Media to test their hearts out to define a white-labelled international strategy for managing bodies to increase golf participation on a global scale.
IMPACT
493 ads, 11 million impressions and one very happy client later, we were able to target venues across Scotland, from the borders to the highlands, with activity reaching 2.4M individuals – that’s what we like to call taking golf to the masses.
Our ambassadors got stuck in, giving us a wealth of content – we got Kevin Pietersen to putting his height and Daniela Hantuchova to take a shot with a tennis racket. People of all ages signed up for the GOLF.GOLF courses and gave it a go.
It was a hit all round.
Contact Us
Give us a call, or complete the form. We’ll put the kettle on and by the time you get here we’ll already be thinking about your business.