experience

Experiential Marketing - Callaway vs Lamborghini

The Event

A filmed activation pitting the new Callaway Diablo Octane driver against Lamborghini in the ultimate test of superior speed over 300 metres. This experiential marketing stunt was designed to attract media attention to the launch of the new Diablo range of clubs. The connection between the two brands was their mutual use of an innovative lightweight carbon designed to enhance performance.

Objectives

Our objective was to create and film a live activation that would position Callaway as an aspirational brand alongside luxury brand Lamborghini and create media-worthy content around the launch of Diablo Octane.

Challenges

A key challenge with any media stunt is ensuring you capture the right footage and can turn around the content quickly to maximize exposure. In order to streamline this process we worked with a trusted professional team to be on standby to receive raw footage and package it into quality, media-grabbing content ready for broadcast. Working to tight timeframes it was crucial to have a strong understanding of desired outcomes from the client and to communicate this to our filming and editing teams. To ensure the content reached the networks for same day coverage, couriers with motorbikes were on standby to deliver the goods.

Successes

The activation ran seamlessly but the true success was measured by the extensive media coverage that followed with footage featured on same day national news across Channels 7, 9 and 10 and internationally on the US Golf Channel. The activation also received international coverage across numerous golf websites and print media and had 200,000 hits on YouTube.

Watch the video...

Cultural Disconnect Leads to Inspiring Event  

In 2018, teams are more diverse than ever. Through the impact of globalisation, cultural diversity and technology, many industries are seeing a change in culture due to ‘smaller’ international borders. 

One of our clients was experiencing some cultural dissonance, and what better way to improve this team then through an invigorating event. Over several years a disconnect had been developing between the local Australian and New Zealand teams from their European Head Quarters. Globally, the company was a thriving and forward thinking enterprise developing cutting edge innovation and growing steadily. Unfortunately, this has not been the case here in the ANZ region.

A key challenge presented to our team was a lack of effective internal communication that had ultimately disempowered the team from excelling in their roles. Additionally, lack of engagement and a poor understanding of the range of products and innovations the team had at its disposal was considered a major problem. This resulted in stagnation for the ANZ region and a downturn in sales while internationally the company is thriving.

Working closely with the client, we were able able to create an event that confronted the challenge head on, resulting in an engaging, communicative and educational experience for their staff.

 

Here are some key ways in which we approached the challenge:

Brand Content Video

Over the past 7 years, all key communications had been managed and delivered by HQ which meant that there were no internal videos or content that had been produced in ANZ or featured local accents.

In responding to this lack of local flavour and identity, we created brand content that spoke specifically to the ANZ team and featured as key content at the event. The video was honest and allowed for the company to address the challenges to their staff in an open forum. The tone was inspirational and inclusive and featured local faces and voices.

Live Stream Broadcast

A two-way live stream broadcast session was built into the agenda that allowed the ANZ team to engage directly with the European HQ, learning first hand about key innovations, products, R&D and company strategy. This session allowed for authentic engagement, Q&A and also featured a virtual tour of the company’s Head Office.

Innovation and Collaboration Session

Additionally, we included an internal Innovation & Collaboration focused session which allowed the staff to talk openly to their employers. As a result, our client was able to take key learnings and feedback from the team which are now being implemented into internal programs and engagements.

Success Story Videos

Furthermore, whilst working with the ANZ team, we are identifying and celebrating achievements in the areas of innovation, sales and collaboration by packaging strong examples of success stories into short videos which are being profiled and communicated across their intranet site.

I believe the greatest achievement from this event has been the ability to work with a client collaboratively and creatively in finding strategies, that are today empowering positive changes for the future.