AS LIGHT AS AIR by J. Walter Thompson Seoul for Taylor Made

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AS LIGHT AS AIR

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Industry Clothing
Media Promo & PR
Market South Korea
Agency J. Walter Thompson Seoul
Released April 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: TAYLORMADE
Product/Service: GOLF WEAR
Agency: JWT ADVENTURE
Date of First Appearance: Apr 1 2011
Entrant Company: JWT ADVENTURE, Seoul, KOREA
Media placement: In-store media - Display - 1 April, 2011

Describe the objective of the promotion.
Objective: To promote the light weight of TaylorMade golf wear, which is just 180g, in a unique method to maximise its potential.

Describe how the promotion developed from concept to implementation.
Development:
1. According to 'as light as air' golf wear, how is the concept described to customers?
2. The idea for displaying the light weight is necessary.
3. The next ideas for implementation is displaying in the air. A balloon is the best item to show our idea.

Explain why the method of promotion was most relevant to the product or service.
The TaylorMade shop is the most suitable place for golfers to buy clothes.
Using a balloon with the product is arousing customers purchasing needs.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Result: The preference and sales of TaylorMade Golf apparel is improved.