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 with thousands of likes and comments over the 5-day event. Four lucky winners were also chosen to improve their game at The Butch Harmon School of Golf.

Creative Execution

We bent golf clubs in various high traffic areas around the Dubai Desert Classic golf course. On our bent clubs, a message read: Frustrated? Improve your game. Golf fans were then invited to scan the QR Code below our message, which took them to our Facebook page. On our page, golf fans were encouraged to tell us what’s the most frustrating part of their game. Participants that left a comment were automatically entered into a draw for a chance to win private golf lessons at The Butch Harmon School of Golf.

Insights, Strategy and the Idea

Golf Digest Magazine offers invaluable tips and techniques from golf experts. The game of golf can be a frustrating at times and we wanted to remind golf enthusiasts that they could improve their game by reading our magazine. So, we leveraged the region's biggest golf event - The Dubai Desert Classic with an activation that could help improve their game.