2011 Winners & Shortlists

The Brief

Golf Digest is the leading Golf magazine in the Middle East and is one of the main sponsors of the largest golf event in the region - The Dubai Desert Classic. The magazine wanted to create massive impact at the Desert Classic and remind golf enthusiasts that they could better their game with the latest insights, tips and techniques from the pros.

Describe how the promotion developed from concept to implementation

We knew traditional communication wasn’t going to cut it so we approached the brief differently. We made stickers with half golf balls attached to them and put them on car windows in the parking area near the driving range. When placed on windscreens, they looked as though the balls had cracked them. To further amplify our idea we purchased a dented car and placed it at the main entrance of the event. We also created hundreds of golf balls with our message on them and placed them around the car, acting as great giveaways.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 43,000 people attended the 4-day event and the stunt was much talked. 472 cars were ‘hit’ during the Dubai Desert Classic and Golf Digest saw a 187% increase in sales over the weekend, which is a 87% increase from last year.

Explain why the method of promotion was most relevant to the product or service

Golf Digest leveraged the massive scale of the Dubai Desert Classic with a guerilla stunt that really drove our message home. We knew thousands of golf fans and enthusiasts would attend the event and therefore we wanted to use this perfect opportunity to get them to pick up a copy of our magazine.