Category: Titanium and Integrated
Advertiser: CALLAWAY GOLF COMPANY
Product/Service: HEX BLACK TOUR & RAZR FIT
Agency: FACTORY DESIGN LABS
Chief Creative Officer: Blake Ebel (Factory Design Labs)
Vice President Of Integrated Production: Kristen Del Calzo (Factory Design Labs)
Vice President Of Interactive Services: Gene Paek (Factory Design Labs)
Creative Director: Jimmy Olson (Factory Design Labs)
Creative Director: Rick Hamann (Factory Design Labs)
Copywriter: Ari Levi (Factory Design Labs)
Senior Art Director: Jason Shiskowsky (Factory Design Labs)
Senior Interactive Art Director: Sean Ryan (Factory Design Labs)
Associate Art Director: James Schumacher (Factory Design Labs)
Senior Interactive Project Manager: Chris Cruz (Factory Design Labs)
Senior Producer: Nicole Schofield (Factory Design Labs)
Producer: Melany Fehrenbach (Factory Design Labs)
Producer: Lisa Schrag (Factory Design Labs)
Producer: Nicole Miller (Factory Design Labs)
Photographer: Ray Demski (Factory Design Labs)
Media placement: TV Campaign - 3 Spots - CBS - 28 January 2012
Media placement: Print - Golf Digest - 7 February 2012
Media placement: Tablet - Golf Digest - 7 February 2012
Describe the campaign/entry
THE CAMPAIGN
Golf advertising has always been just a bunch of talking heads on golf courses saying the same thing: we’re longer and straighter. So when Callaway asked us to launch their new 2012 product line we knew we had to give them a campaign full of 'firsts' for golf.
We started by creating the first golf campaign to take golf off the golf course, and bring it to Las Vegas. We replaced the typical fairway with the Fountains of Bellagio and built our own golf course on rooftops. Then we created the first interactive hub where golfers could see over a hundred everyday golfers just like them pick up yards with Callaway’s new driver. And finally, we created golf’s first ever online and mobile colour configurator, and made Justin Timberlake the first official spokesman for a golf company that wasn’t a professional golfer.
Describe how the campaign/entry was launched across each channel in the order of implementation
THE LAUNCH
The Las Vegas stunt portion of the campaign was Callaway’s way of telling the public that a newer, younger, more exciting Callaway was back. It was launched using print, online banners, and social media posts of behind the scenes footage. Then, when the spots hit the web, 'likes' and views began piling up. For both the colour configurator and the interactive online hexagon grid website, everything from print to TV helped spark consumers’ attention. And finally, no paid advertising was needed to announce Justin Timberlake’s role as Callaway spokesman and ambassador. Every major blog and news source took care of it for us by telling the world.
Give some idea of how successful this campaign/entry was with both client and consumer
THE RESULTS
The campaign has grabbed the attention of ESPN’s SportsCenter, espn.com, The Wall Street Journal, USA Today and even Adweek named the rooftop golf TV spot 'ad of the week' in February. Days after these stunts hit the web, views, 'likes' and 'shares' spiked at a rate never before seen in Callaway history, outnumbering views and likes of competitor advertising. Callaway couldn’t be happier. Driver sales are up over 150% over last year.