FedEx aims for a hole in one with its PGA campaign

Share this content:
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.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above