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: Best Integrated Campaign Led by Direct Marketing
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 2008, FedEx launched a golf sweepstake as part of its PGA sponsorship; 12 people entered. In 2009, FedEx challenged us to come up with a new golf sweepstake—this time, one that would actually succeed. In addition to a successful sweepstake, FedEx wanted to achieve a business objective: educating its target customers about FedEx’s international shipping services. So our challenge was to generate excitement and entries for the 2009 FedExCup Global Golf Sweepstake, and find a way to incorporate international shipping messaging, 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.
Using television, print, and online advertising, we were able to communicate the basics of the sweepstake in a way that maintained the humour, simplicity and office insight that has made FedEx advertising so successful for decades. Once they went online to enter, consumers found an immersive experience where they could answer daily trivia questions about golf and business, and enter the sweepstake several times. Within this experience, we wove in facts and calls-to-action in order to achieve our main business objective—educating consumers about the international shipping services offered by FedEx.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
First, we chose to try a new approach to sweepstake advertising. Instead of generic destination photos littered with fine print, we would focus on something more interesting and more true to FedEx’s brand: the one thing business and golf have in common—the thrill of competition. “The leaderboard” was the common thread of the campaign. In each execution, we would introduce a golf-style leaderboard or scorecard, and show in a humorous way how it could be used to rank coworkers and friends to select consumers’ potential grand prize trip-mates. All our media would drive consumers to enter at fedexcup.com.

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 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.