FedEx aims for a hole in one with its PGA campaign

Share this article:
FedEx makes it easy for golfers to ship their clubs to hotels and golf courses
FedEx makes it easy for golfers to ship their clubs to hotels and golf courses

The Offer: “Nothing's more important than your clubs” is a tagline designed to resonate with golf enthusiasts, the core target of BBDO New York's recent campaign for FedEx. As the PGA Tour's long-standing official shipping sponsor—and the main sponsor of the FedEx Cup, a championship trophy for the PGA Tour—FedEx developed an integrated push to drive conversions and spread awareness about FedEx's ability to seamlessly ship golf clubs directly to hotels or golf courses.

The Data: Out-of-home airport collateral targeted the top states for club shipping, including California, Florida, Illinois, New York, and Texas.

The Channel: The integrated campaign included mobile, print, TV, pre-roll video, in-store, and PR.

The Creative: In one TV spot, three employees on a business trip, clubs in tow, see their boss checking into the hotel without his clubs—because he'd pre-shipped them via FedEx. Convinced they'll get into trouble for assuming it was OK to golf, they throw their clubs to the ground—one tosses his into a nearby fountain—while their boss looks on in utter befuddlement.

The Verdict:

Kevin Drew Davis is executive creative director at Digitas Chicago and San Francisco. Davis has also led creative teams at Wieden & Kennedy and The Richards Group and has collaborated with top brands, including Audi, Calvin Klein, and Coca-Cola. Read our Q&A with Kevin for more.

This campaign relies on a solid business idea with funny, well-done ads. But the online activation missed an opportunity for more integration across all the channels. For instance, I had to hunt for the PGA site presence. And because there are so many destinations online where guys talk about golf, planning golf trips, etc., it would have been interesting to see some sort of activation there, or some sort of point-of-purchase displays at golf destinations to remind you to ship your clubs next time.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.