Zurich's brand idea is For Those Who Truly Love.

So we decided to put the Zurich-sponsored golf professionals to the test to find out how much they truly love the sport. We used a lie detector, an operator and called it the Golf Love Tests.

We asked lots of questions, from simple to funny to truly unexpected. With a very limited amount of time with each player (30 mins), the idea allowed us to make film content with no preparation and no need for a script.

And importantly, the idea let them be themselves and have fun, so they were happy to share and spread the test films on their own social channels. And golf fans got to see a side of the players they rarely get to see.

We launched the Golf Love Tests in the week before the US Open when our target audience was already engaged in golf conversations.

We first launched a TVC teaser featuring all the golf players with the call to action to watch the Tests by searching the hashtag #golflovetests, followed by additional teaser content on Youtube, Facebook and Linkedin.

Finally, the players themselves began engaging with their followers, testing the fans' love with questions while inviting them to watch their own Tests.

Once we got people excited, we released all 7 individual Tests. Then continued to release more films for the duration of the US Open. All the time, this was supported by display advertising and the players' own social messaging .

Reach:

5 million viewers and counting.

With a media budget of only $180,000 we achieved a media exposure valued at $14.3 million.

Engagement:

Linkedin: 0.46% vs target of 0.33%

Twitter: 14.36% vs target of 10%

Earned media mentions: 5,600

Including The Sun Newspaper. CBS Sports. USA Today.

Click through for the display ads 3x higher than the industry benchmark of 0.05%.

At the British Masters, they conducted a live studio Golf Love Tests on British players and the public. People have even started doing their own tests and posting them online.