A party atmosphere with Hip-Hop dancers to launch the product focusing on its key tenets of control and comfort. A third tenet, water-proof performance is achieved by creating a water-based teebox where participants step in to hit putts to targets on the putting green. A pitching contest using lighted golf balls makes for both visual delight and skills challenge that typifies the grip control functionality of the shoe. Finally, a Codebreaker Game ties in the activities with participants attempting to break a series of numbered codes to win prizes.
A teaser campaign that aims to elevate the status of the brand by association with key opinion leaders in golf and industry. A pre-campaign video interview is followed by an invitation to the event day launch where they share their lifework to an audience. Everything about the launch is themed in old Georgian grandiose from its tabloid-based press release to the high tea event activation and whiskey bar set up.
To engage with members of the country’s top tier clubs, we put together a Long Drive challenge for BOSS in conjunction with the SMBC Singapore Open event, where two ultimate long drive champions gets to play in a Pro-Am with BOSS golf ambassadors. Apart from Porsche, we got in Callaway Golf as partner golf brand to provide demo of their latest golf clubs and as a sponsor. The event was held across four country clubs with a final play-off in a golf simulator in BOSS’s Ngee Ann City store.
A teaser video that combines humour with “Save The Date” for launch day video “Live” feed to the public. This is accompanied by product features and other social media teaser content released two weeks prior to the launch. A celebrity host for the “Live” feed ensures audience is captivated throughout the event with their own engagement, contest and giveaway segments. Post event in-store activation with continued social media feeds increases brand reach and product awareness.
Client conducts training programs for individuals and corporate groups but have no real way to market their sessions except through SMU Academy’s website and direct marketing platforms. By creating two videos – one short form and one long form – for use for social media, presentation and dissemination, they have a better way to share their key principles and lessons to engage with potential corporate groups and individuals.