2012 Winners & Shortlists

Results and Effectiveness

Over 5000 people that attended the Dubai Desert Classic Golf Tournament saw our activation. We noticed a significant increase of activity on our facebook page. We also dropped 700 'wayward' golf balls over the 5-day event and brand awareness was very high. It is still too early to receive exact figures as the activation launched February 9th, 2012.

Creative Execution

We erected a series of motion sensors around the Dubai Desert Classic golf course. These were linked to golf ball ejecting machines hidden in nearby trees. So when people walked by a motion sensor, a golf ball fell from a tree and landed at their feet. When they picked our golf ball up, they read our message: Tired of wayward shots? Read Golf Digest.

Insights, Strategy and the Idea

Golf Digest Magazine offers invaluable tips and techniques from golf experts. We wanted to remind golf enthusiasts just how bad their wayward shots could be and how they can get back on the green by reading our magazine. So we leveraged the largest golf event in the region and highlighted how they could get back in play with Golf Digest Magazine.