Golf lovers, this ad is for you. Drummond Golf understands your passion and that’s what J. Walter Thompson Melbourne has communicated. The first brand campaign for the retailer celebrates the game of golf, from and for those who love it, reinforcing the brand’s promise that no-one understands and loves the game quite like Drummond Golf.
J. Walter Thompson creative director, Annie Price, explained, “This was a dream brief for this (not very good) golfer. I love golf. Then I hate it. Then I hit a good shot and love it again. It was important to capture the mixed emotions golf can evoke and shift some outdated perceptions that the game is only for a select few. I hope this work will broaden golf’s appeal. I’m grateful that Ravi and team have been so open to invest in building their brand with us, and I’m glad it’s resonating with people.”
The Love of Golf brand campaign features a range of executions running on TV, online and in transit OOH. It shows off Drummond’s unique product offerings like MiMatch club fitting technology, and extends into price guarantee communications and sale campaigns.
Drummond Golf marketing director, Ravi Abeyaratne, explained “Our business and franchisees were very excited at the prospect of reinvigorating the game of golf, and sharing this game we’re passionate about with all Australians, while building a deeper relationship with our customers. Golf is a highly emotional game and sometimes we forget why we play it, so it was good to remind everyone. JWT truly impressed us with their strategic review of our business and opportunities, and creatively put forward a campaign that we love and feel perfectly encapsulates our brand and vision.”
Agency: J. Walter Thompson Melbourne
Creative Director: Annie Price
Group Account Director: Jessica Johnson
Senior Account Manager: Patricia Campbell
Senior Planner: Brigitte Bayard
TV Producer: Sandi Gracin
Print Producer: Miryana Velyanovski
General Manager: Nick Muncaster
Media Agency: Noisy Beast
Client: Drummond Golf
Marketing Director: Ravi Abeyaratne