CHOPPED GOLFBALL by Serviceplan Munich for Gardena

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Creative Director Ekki Frenkler
Art Director Miro Moric
Copywriter Joachim Schopfer
Photographer Alan Grund
Released June 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: GARDENA
Product/Service: LAWN MOWER 51 VDA
Date of First Appearance: Jun 17 2009 12:00AM
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alexander Schill
Creative Director: Ekki Frenkler
Copywriter: Joachim Schöpfer
Art Director: Miro Moric
Account Supervisors: Felix Bartels/Julia Fickenscher
Graphic Design: Martin Kleint
Photographer: Alan Grund
Managing Directors: Jochen Lenhard/Andreas Bahr
Media placement: Promotion - South Germany - 17/06/2009

Results and Effectiveness
During the promotion, the target audience on the selected golf courses was reached 100%. Since the golfers took the shredded golf balls along as special souvenirs, we had to replace them more than once.

Creative Execution

Well funded customers with an interest in professionally cultivated grass are found on golf courses. What one also finds is perfectly cut grass. And where the professional lawn mowers of GARDENA are used, one can find perfectly cut golf balls. The reason is, that GARDENA lawn mowers can mow very close to the ground, have sharp blades and a very strong ventilation.

Insights, Strategy & the Idea
Among the product range of GARDENA gardening products, one can find high-range lawn mowers. The client asked us for a promotion addressing well funded customers who attach great importance to perfectly cut grass. That is: golfers.