Challenge: To make a street brand on the periphery, cool again. Prove to the world (consumers and retailers) that Golf Punk defies convention – “you don’t get it…and we don’t care”.We identified a controversial topic that we knew would resonate with our audience:Young people are cynical about the power of media and advertising to manipulate and persuade in order to achieve sales.

We sought to generate publicity by exploiting the misconception that advertising brainwashes consumers.

We created HypnoMarketing, a firm that turns young people into lifelong brand advocates through the power of hypnosis. Golf Punk would be HypnoMarketing’s first client.

To ensure the media and consumers believed HypnoMarketing was legitimate we created logos, established an office, employed an actor as GM, and built a website.

We used channels that our audience actively consumes and reflected the “dubious” nature of HypnoMarketing: street press, pole poster, window flyers and online seeding, promoted the events.Hypnomarketing events were the centrepiece. Audiences enjoyed an evening of what they believed was people being “programmed” through hypnosis, with Golf Punk integrated throughout.

We amplified reach by posting footage on P2P websites. We then had momentum; the GM gave interviews to TV, radio, press, and articles appeared on blogs.