2012 Bronze Effie Winner “YOUR ULTIMATE CADDIE”

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Challenge: Get PGA Tour golf fans to see that FedEx can enable a better golfing experience .... iPhone call experience, which mirrored a real phone call.

2012 Bronze Effie Winner

“YOUR ULTIMATE CADDIE” Category: Office & Delivery Products & Services Brand/Client: FedEx Corp. Lead Agency: BBDO New York Contributing Agencies: OMD, Resolution Media

Strategic Challenge Challenge: Get PGA Tour golf fans to see that FedEx can enable a better golfing experience “Anything that won't sell, I don't want to invent. Its sale is proof of utility, and utility is success.” - Thomas A. Edison When you think of golf, what comes to mind? If you are a PGA Tour golf enthusiast, chances are you would think of players, equipment or apparel as it is something that you would connect to your golf experience. The problem for us is that shipping is not top of mind when watching or playing golf. Nobody thinks of golf and FedEx in the same sentence. We wanted the FedEx brand to be as relevant to golfers as Titleist, Nike and Callaway are. FedEx has been the official shipping sponsor of the PGA Tour since 2003 and since 2007, the major sponsor of FedExCup, a championship competition and trophy for the PGA Tour. However, FedEx is just one in a sea of big brand sponsors1. As one of many PGA Tour sponsors, the challenge has always been to stand out and connect the FedEx brand with golf fans. With increasing pressure on marketing budgets - particularly on sponsorships dollars - FedEx wanted to ensure the golf enthusiast engaged with the brand in a meaningful and measurable way. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

For the past few years, the communication was focused on an international sweepstakes with a golfthemed prize such as a trip to the famed St. Andrews course in Scotland with the winners’ golf buddies. While this was successful in driving engagement with the sweepstakes, the specific link with brand and business results was unknown. So, how could we connect FedEx to golf? And just as importantly, how could FedEx measure and assess the ROI of their golf sponsorship? 1

http://pgatour.com/company/partners.html

Objectives Our objective was single minded: Utilize our FedExCup sponsorship to incite PGA Tour golf fans to ship with FedEx. This would be achieved through: 1. Reinforcing that FedEx provides golf solutions We needed to engage with the target and show how FedEx can enhance the golf experience. Simply put, why and how could FedEx be relevant for golf enthusiasts? 2. Engaging golf fans Our campaign needed elements that piqued the interest of golfers and got them to respond to messaging and learn more about FedEx solutions. Engagement is measured by interaction rates and click-throughs. 3. Driving action The KPI, and proof of our relevance to golf enthusiasts, would be the ability of our communication to “put boxes on belts” – industry speak for shipping packages. Specifically, we wanted to show how usage of FedEx shipping services has increased with our PGA Tour target. Conversion is measured by increase in packaging, packing and shipping sales, as well as ROI. This was a dramatic and risky shift from previous years’ ‘soft’ measures which were focused on increasing FedEx brand perceptions. Helping to showcase how the FedEx golf sponsorship drives hard sales metrics was a challenge given that no benchmarks existed and systems had to be established to ensure that we could tie a lift in shipping usage to the communication.

Insight Last year’s campaign was focused on messaging international shipping. However, previous years’ sweepstakes data2 revealed that the PGA Tour golf target were customers who primarily shipped using domestic express, with only 8% of the recognized entrants shipping internationally. Our first redirect was to change the focus from international to domestic shipping. Additionally, in digging through PGA Tour and client data, we found some interesting statistics: “75.7% of PGA Tour golf respondents report that they travel to play golf” and are “more than 4 times as likely to play golf on a domestic vacation.”3 This led us to probe further with golfers to understand what it is like to travel for golf. It was here we had our aha moment in uncovering a simple and overlooked insight: Traveling with golf clubs is a pain in the butt for a host of reasons4:  Lugging around golf clubs is cumbersome  Often, the available rental cars will not fit multiple golf bags  Bags and clubs often get damaged through commercial airline mishandling Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

 Airlines are now charging for extra luggage5 – making travel with clubs also expensive We realized that while our target loves to watch and play golf, they experience frustration when traveling to play golf due to the hassle and cash spent to bring clubs along. Furthermore, while renting clubs may appear to be a solution, when it comes to traveling somewhere to play golf, these golf enthusiasts would rather go without food and water than be without their own, precious golf clubs. This insight not only prompted us to rethink our strategy but also revealed our strategy, as we knew that FedEx could actually solve this pain point for golfers. With FedEx luggage shipping services and the new launch of the box designed especially for shipping golf clubs, customers can pack and ship their clubs easily and affordably, without hassle6. Finally, we had connected the dots. The idea that golfing is better with FedEx would be inspiring for our target and be measurable for us. 2

Quantitative research by Buxton Co. Quantitative research by The PGA Tour 4 http://golf.com/golf/equipment/article/0,28136,1566781,00.html 5 http://telegraph.co.uk/travel/travelnews/8667644/Cost-of-flying-with-sporting-equipment-soars.html 6 http://golfvacationinsider.com/golf-vacation-travel/golf-bag-shipping-options-for-your-next-golf-vacation-2002 3

The Big Idea There is a better way to travel with your precious golf clubs.

Bringing the Idea to Life The communication strategy was to get our target to understand that FedEx can enable a better golfing experience by showing how FedEx, a lead PGA Tour partner, ships your golf clubs. The idea manifested in the line: Nothing’s more important than your clubs. In making creative and media decisions, we knew that we had to develop an integrated campaign with our busy and on-the-go audience in mind at all times. Our strategy was to employ an aggressive media mix of digital, search, TV, mobile, social and print in order to reach our PGA Tour golf fans across various touch points. We first created two 15-second television spots (that also served as digital pre-rolls) that quickly engaged the target with the familiar and humorous depiction of how important golf clubs are to our core audience. Later, we launched two 30-second TV spots, which expanded on the convenience of shipping golf clubs via FedEx services. The spots were supported by digital work, including standard banners and a rich media banner, which included a store locator to drive customers into local FedEx Office Locations to ship their clubs and other travel items. Further, we ran a quirky rich media pushdown unit which prompted users to answer to a digital lie detector on just how important their clubs were to them on PGATOUR.com. More important than their family? Car? Pet? House? To start the buzz going about FedExCup on Twitter, we launched a sweepstakes which encouraged users to tweet out their guess as to who would be the top player in the FedExCup standings after the weekend’s tournament. Entrants were also able to supplement their entries by shipping their clubs and entering a promo code at the FedEx Office shipping counter. Weekly winners won FedExCup merchandise, as well as signed pin flags. The grand prize was an inside-the-ropes experience at the final FedExCup championship Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

tournament. Understanding the importance of convergent messaging, we also created an engaging mobile rich media unit on the CBS Sports iPhone app (CBS was the PGA Tour’s primary network during the flight of the ad) in which iPhone users were interrupted with an urgent “call” from their clubs. This iPhone ad was relevant to the core insights of the campaign as well as the medium of exposure. The screen creative showed the iPhone call experience, which mirrored a real phone call. When users answered the “call,” they heard their upbeat favorite golf clubs talk about just how much they missed their owners and how they wanted to be shipped via FedEx to a golf destination soon. If users missed the “call,” they could also call their clubs back to hear a voicemail left from the clubs with similar messaging. Users were encouraged to share this never before convergent treatment by posting the messages to their Twitter feed as well as their Facebook wall and YouTube channel. Lastly, the campaign included two print executions, which were placed in Golf enthusiast publications, as well as an in-store counter mat, which featured information on how to ship golf clubs and included the promo code required to enter the sweepstakes by shipping. All creative drove to fedexcup.com/ship, a website which brought all of the touchpoints together, and included step-by-step golf club shipping instructions, a 25% discount on golf club shipping, the tournament standings, sweepstakes, as well as information on all of the additional travel items that customers can ship.

Communications Touch Points ☒TV

☒Interactive

☒Retail Experience

☒Spots

☒Display Ads

☒POP

☒Branded Content

☒Web site

☐In-Store Video

☒Sponsorship

☒Digital video

☐In-Store Merchandizing

☐Product placement

☒Video skins/bugs

☐Sales Promotion

☒Radio

☒Social Networking Sites

☐Retailtainment

☐Spots

☐Podcasts

☐Merchandising

☐Gaming

☐Street Teams

☒Program/content

☒Mobile

☐Tagging

☐Other

☐Wraps

☒Print

☒Guerrilla

☒Trade/Professional

☐Packaging

☐Buzz Marketing

☒Newspaper - print

☐Product Design

☐Ambient Media

☐Newspaper - digital

☐Cinema

☒Magazine - print

☐OOH

☒Sampling/Trial ☐Consumer Involvement

☒Magazine – digital

☐Airport

☐WOM

☐Custom Publication

☐Transit

☐Consumer Generated

☒Direct ☐Mail ☒Email

☐Billboard ☐Place Based

☐Viral ☐Other

☐Other

☒PR

☐Trade Shows

☒Events

☒Sponsorship

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Media Expenditures YEAR PRIOR: Sept 2009 – Aug 2010

Sept 2010 – Aug 2011

☐Not Applicable ☐Under $500 thousand

☒$10 - 20 million

☐Under $500 thousand

☒$10 - 20 million

☐$500 - 999 thousand

☐$20 - 40 million

☐$500 - 999 thousand

☐$20 - 40 million

☐$1 - 2 million

☐$40 – 60 million

☐$1 - 2 million

☐$40 – 60 million

☐$2 - 5 million

☐$60 – 80 million

☐$2 - 5 million

☐$60 – 80 million

☐$5 - 10 million

☐$80 million and over

☐$5 - 10 million

☐$80 million and over

Owned Media Sponsorship FedEx Facebook page, Twitter page and YouTube channel, and banners on fedex.com

Additional Marketing Components: ☐None ☒Pricing Changes ☐Couponing ☐Leveraging Distribution ☐Other (Please Explain)

Reach: National

Results How do you know it worked? 1. Reinforcing that FedEx provides golf solutions  Human Media:

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Social conversations including the words “FedEx” and “golf shipping” tripled when during the 15-second spots o Social conversations increased by almost five times above the pre-campaign volume with the launch of the 30-second spots - Representative of the positive responses on Twitter: “You are NOT a golf fan unless you crack up laughing every single time they show that FedEx golf club commercial.” 7 - The blog Golf Crunch dedicated two posts, one in June8 and one in August9 on the FedEx golf campaign - Golf Digest representative captured a photo at Bandon Dunes Golf Resort in Oregon of their bag drop room full of FedEx golf club boxes ready for pick up that day, with a comment from the golf pro, “This is a light day.” - Microsoft’s CTO reached out to the FedEx CIO, just to mention how much, as a golf fanatic, he appreciated the golf spots — calling them “a spot-on homerun, or should I say hole-in-one.” - An article was posted about golfer Lee Janzen’s clubs being destroyed by an airline. There were numerous positive comments from people organically adding, “He should have shipped them via FedEx.”10 Advertising/Marketing Trades o



Television spots were featured on Adweek’s “Ads of the Day.” Adweek wrote, “Both spots are amusingly over the top and wrap up nicely, and the target market will appreciate that FedEx is having a little fun at their expense.”11 FedEx Services: o



o

Representitive of anecdotal feedback from FedEx office staff was the General Manager of the Summit, New Jersey FedEx Office (located in an affluent community with four golf courses) who saw an immediate and dramatic increase in customers asking about and shipping golf clubs during the campaign window

2. Engaging Golf Fans

3. Driving action 

Most importantly, client data revealed an upswing in sales through both the FedEx Office channel and FedEx shipping (Express and Ground)

7 http://twitter.com/RJ_Edwards/statuses/102831674856972289 8 http://golfcrunch.com/more/golf-news/new-fedex-campaign-for-shipping-clubs%E2%80%A6/ 9 http://golfcrunch.com/more/golf-news/bbdos-new-fedex-golf-club-shipping-ads/ 10 http://golfwrx.com/forums/topic/517489-airline-trashes-pga-tour-players-clubs

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

11 http://adweek.com/news/advertising-branding/ad-day-fedex-134046

Why are these results significant? The results are significant for a number for reasons: For the first time in the FedEx PGA Tour sponsorship history, we had a campaign that solved a real customer problem and drove business results. We also were able to monetize the value of the FedExCup sponsorship and show real revenue impact. All stemming from an insight into golf enthusiast behavior.

Anything else going on that might have helped drive results? No Other Factors

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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