WORLD CUP GOLF by BBDO New York for Fedex

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WORLD CUP GOLF

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Industry Postal, Courier, Shipping & Freight services
Media Direct marketing
Market United States
Agency BBDO New York
Director Kenny Herzog
Editor Erik Laroi
Released July 2009

Credits & Description

Category: Business Products & Services
Advertiser: FEDEX
Product/Service: GLOBAL GOLF SWEEPSTAKE
Agency: BBDO NEW YORK
Date of First Appearance: Jul 20 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://www.fedexcup.com
Chief Creative Officers: David Lubars/Bill Bruce (Bbdo New York)
Executive Creative Directors: Greg Hahn/Mike Smith (Bbdo New York)
Creative Directors: Peter Kain/Gianfranco Arena (Bbdo New York)
Art Directors: Gianfranco Arena/Jason Hirsch/Melinda Ward (Bbdo New York)
Copywriters: Peter Kain/Tommy Troncoso (Bbdo New York)
Executive Producer: Amy Wertheimer (Bbdo New York)
Agency Producer: Betsy Jablow (Bbdo New York)
Account Team: Jen Burns (Bbdo New York)
Retoucher: Steve Lakeman (Bbdo New York)
Production Company: (O Positive)
Director: Kenny Herzog (O Positive)
Director Of Photography: Bob Gantz (O Positive)
Editing House: (Mackenzie Cutler)
Editor: Erik Laroi (Mackenzie Cutler)
Cgi Artists: Nicolas Rieben/2 Fake Absolut3d
Media placement: World Cup Golf Website - Online - Www.fedexcup.com - 13 July 2009
Media placement: World Cup Golf Leaderboard Online Banners - Online - Www.pgatour.com - 13 July 2009
Media placement: World Cup Matador TV Spot - Golf Channel & NBC - 20 July 2009
Media placement: World Cup Plant TV Spot - Golf Channel & NBC - 20 July 2009
Media placement: World Cup Golf World Map Outdoor Poster - WGC Bridgestone - 6 August 2009
Media placement: World Cup Golf Australia Map Outdoor Poster - WGC Bridgestone - 6 August 2009
Media placement: World Cup Golf Scotland Map Outdoor Poster - WGC Bridgestone - 6 August 2009
Media placement: World Cup Golf Scorecards Print Co-Workers - Golf Digest - 10 August 2009
Media placement: World Cup Golf Scorecards Print Friend - Golf Digest - 10 August 2009
Media placement: World Cup Golf World Map Print - Golf Digest - 1 September 2009

Describe the brief/objective of the direct campaign.
In the third year of its PGA sponsorship, FedEx challenged us to create a marketing program that would not only celebrate golf, but also achieve the business objective of educating our target market about FedEx’s international shipping capabilities. Many FedEx target consumers, small business decision makers, were avid golf fans. They appreciated FedEx’s humorous golf sponsorship commercials from previous years, which conveyed the idea that “we understand” their love for golf. Our challenge was to incorporate more of a business message into our sponsorship marketing, without sacrificing the simplicity and humour that have made FedEx advertising so successful for decades.

Explain why the creative execution was relevant to the product or service.
The leaderboard celebrated what business and golf have in common: the thrill of competition. Our goal in each execution was to appeal to our audience’s appreciation for competition, in both business and golf—and to entice them to go online and enter the sweepstake. Using television, print and online executions, we were able to communicate the basics of the sweepstake in a way that maintained the humour, simplicity and office insight that has always made FedEx advertising work. And by driving consumers to the Web, we could educate them on FedEx’s international shipping services.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution: to launch The FedExCup Global Golf Sweepstake—with the grand prize of a global golf trip for four. This would allow us to create an advertising campaign in FedEx’s simple, smart, humorous voice, which simply had to entice golf fans to go online and enter. Once they were online, we could then educate them about FedEx’s international shipping capabilities. “The leaderboard” was the common thread of the sweepstakes advertising campaign. In each execution, we would introduce a golf-style leaderboard or scorecard, and show how it could be used to rank coworkers and friends to select consumers’ potential trip-mates.

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 total, the sweepstake received over 550,000 entries—almost 800% above our goal. Additionally, 10.5% of all registrants opted in to receive additional communications from FedEx—an exceptionally high rate for a broad audience. By any measure, it was considered the most successful sweepstake in FedEx history.