Malaysian Media Awards Winners Showcase





2011 | |

A Wolrd Paints A Thousand Motivations

Advertiser: TaylorMade adidas Golf
Brand: Burner R9, Burner SuperFast and R9 SuperTri
Creative Agency: -
Credits: Fan Chen Yip (General Manager), Melody Marie Arputham (Senior Media Planner), Justin Murugaya (General Manager, iprospect)

Challenge
TaylorMade wanted to launch their metal woods lineup beyond the well-trodden path of print advertising. This was addressed as way of resisting encroachment of competitors. Search was tasked to drive profitable traffic to the website, create an emotional connection with golfers, and to be the most appeared golf brand online.

Solutions
Research was done to understand the target audience’s emotional and rational motivations. This led us to communicate them the possibilities of achieving their goals. Our strategy was formed to: • Have constant presence throughout every stage of the research-purchase funnel. • Be a ‘golfing buddy’, not just ‘informational’. By this, we aimed to make TaylorMade a golfer’s companion on and off the golf course. • Communicate the right message to the various types of golfers.

Execution
Creating multiple sets of keywords dedicated to information priorities of the audience led to a more targeted execution. The Search campaign ran on Google, eBay and YouTube with Text, Image, and Video Ads. Ads catered to common problems faced by golfers; we sold them a cure. There were ads explaining the technology behind TaylorMade’s drivers; we engaged the technical golfer. There were ads that accompanied the audience during the PGA tour; we sold them inspiration.

Result
Within only 3 months: • 4,708 qualified leads; with less USD$2,000 spent • The campaign drove 16X more site traffic, 55X more impressions, and average cost- per-lead reduced by 20%! • TaylorMade metal woods sales increased 40%. • The brand suddenly owned impression share on Google from zero to 74%!