FedEx DM GLOBAL GOLF SWEEPSTAKES by BBDO New York

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GLOBAL GOLF SWEEPSTAKES

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market United States
Agency BBDO New York
Director Tim Godsall
Designer Gianfranco Arena
Editor Mackenzie Culter, Gavin Cutler
Released July 2010

Awards

Caples Awards 2011
Campaigns Integrated campaign Finalist

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: FEDEX
Product/Service: FEDEX CUP
Agency: BBDO NEW YORK
Date of First Appearance: Jul 6 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Senior Creative Directors: Peter Kain/Gianfranco Arena/Jason Lucas (BBDO New York)
Art Directors: Gianfranco Arena/Jason Stefanik/Justin Bilicki (BBDO New York)
Copywriters: Peter Kain/Mike Condrick (BBDO New York)
Designer: Gianfranco Arena (BBDO New York)
Executive Producer: Elise Greiche-Pavone (BBDO New York)
Art Buyer: Cali Capodici (BBDO New York)
Account Team: Joshua Steinman (BBDO New York)
Retoucher: Steve Lakeman (BBDO New York)
Production Company: (Biscuit Filmworks)
Director: Tim Godsall (Biscuit Filmworks)
Director of Photography: Bryan Newman
Editing House: (Mackenzie Cutler)
Editor: Gavin Cutler (Mackenzie Cutler)
Web Design: (Luxurious Animals)
Media placement: FedEx Cup Website - Online - 6 July 2010
Media placement: Carpool TV Spot - CBS/NBC/Golf Channel - 12 July 2010
Media placement: Pond TV Spot - CBS/NBC/Golf Channel - 12 July 2010
Media placement: Scotland Print Ad - Golf Digest - 6 July 2010
Media placement: Canada Print Ad - Golf Digest - 6 July 2010
Media placement: Spain Print Ad - Golf Digest - 6 July 2010
Describe the brief/objective of the direct campaign.
Our objective was to generate entries for the 2010 FedExCup Global Golf Sweepstakes. But this wasn’t just for the sake of having a sweepstakes. The underlying goal was to generate a database of leads for FedEx’s international shipping business. So we needed to create a sweepstakes entry method that would simultaneously educate potential customers about international shipping and encourage them to open accounts with FedEx.
Our challenge: with its biggest star not playing, professional golf’s TV ratings were expected to plummet. That meant we’d have to rely less on traditional media to drive sweepstakes entries and more on digital.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign consisted of two parts—advertising that drove customers to our microsite, and on the site, an immersive golf game that served as the primary sweepstakes entry method.
The advertising idea was “golf daydreams,” and consisted of TV, print and digital banner ads. On fedexcup.com, users played our golf game by answering global golf trivia questions to earn sweepstakes entries. To expand reach, we made it easy for players to brag on Facebook, challenge friends to play, and keep track of each other’s scores. Entries could also be earned by answering questions on Twitter and directly in banner ads.
Explain why the creative execution was relevant to the product or service.
The game also became a vehicle for FedEx to educate an affluent audience about its international shipping business. And sweepstakes entries were a natural, unobtrusive way to generate a database of potential customers.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In a year where golf’s TV ratings were about 30% lower, we were still able to increase the total visits to our site compared to last year, generating over 440,000 entries, in addition to an increase in email opt-ins for international shipping.