THE CAMPAIGNGolf advertising has always been just a bunch of talking heads on golf courses saying the same thing: we’re longer and straighter. So when Callaway asked us to launch their new 2012 product line we knew we had to give them a campaign full of 'firsts' for golf.We started by creating the first golf campaign to take golf off the golf course, and bring it to Las Vegas. We replaced the typical fairway with the Fountains of Bellagio and built our own golf course on rooftops. Then we created the first interactive hub where golfers could see over a hundred everyday golfers just like them pick up yards with Callaway’s new driver. And finally, we created golf’s first ever online and mobile colour configurator, and made Justin Timberlake the first official spokesman for a golf company that wasn’t a professional golfer.

THE LAUNCHThe Las Vegas stunt portion of the campaign was Callaway’s way of telling the public that a newer, younger, more exciting Callaway was back. It was launched using print, online banners, and social media posts of behind the scenes footage. Then, when the spots hit the web, 'likes' and views began piling up. For both the colour configurator and the interactive online hexagon grid website, everything from print to TV helped spark consumers’ attention. And finally, no paid advertising was needed to announce Justin Timberlake’s role as Callaway spokesman and ambassador. Every major blog and news source took care of it for us by telling the world.

THE RESULTSThe campaign has grabbed the attention of ESPN’s SportsCenter, espn.com, The Wall Street Journal, USA Today and even Adweek named the rooftop golf TV spot 'ad of the week' in February. Days after these stunts hit the web, views, 'likes' and 'shares' spiked at a rate never before seen in Callaway history, outnumbering views and likes of competitor advertising. Callaway couldn’t be happier. Driver sales are up over 150% over last year.