Despite the challenges Covid has thrown at the Provision team over the past few months, we have defied the odds and expanded our capabilities to offer a full-service activation package. Following on from our success in 2019 of designing, building & delivering a roadshow across numerous European Tour events on behalf of our partners Callaway, we were entrusted again this year to do just that - but we wanted to go the extra mile!
Bearing in mind the social distancing and travel barriers that Covid presented, we were still able to adapt and deliver activations that put the safety of fans as a priority whilst delivering an exciting and immersive brand experience. The roadshow visited three significant UK based European Tour events; The Irish Open, the Cazoo Classic and the BMW PGA Championship.
The Brief
Callaway’s objectives for 2021 was to continue their focus on database growth, whilst promoting the Callaway brand and their latest equipment on offer; this year the focus was on the Callaway Epic range of drivers and APEX range of irons. Callaway wanted to ensure their presence at the events was utilised efficiently as a PR and social engagement opportunity to capture fans interest in Callaway, attracting them to engage in the activation and grow their online community and conversation.
The Process
We wanted to help the Callaway brand stand out even more at events by utilising our incredible new structures to host the activation in. Alongside this, the use of our brilliant in-house design team in creating bespoke golf simulation gameplay that incorporated Callaway branding and colours, was a powerful combination we wanted to flaunt! We also wanted to work on the feedback we received from Callaway, to develop on any areas that may not have worked as well in the past in a fully collaborative approach.
The Result
‘Take on a Pro’
The Provision team came up with the challenge where fans could choose to take on the world’s leading male or female pros (all of which were Callaway brand ambassadors) in a longest drive and nearest the pin challenge. If fans scored more points than their pro, they were given a coin to put into the gum ball machine where they were given the chance to win the golden ball. Golden ball winners were lucky enough to win a Callaway Epic Flash driver!
Fans were given a wristband upon registration that linked their scores between the two challenges. Contact details and fans pictures would be taken by one of our event managers, that would then email fans their final score and picture in a quirky trump card format. Using the latest Callaway clubs, fans would have 3 attempts at both the longest drive and nearest the pin challenges.
What really transformed and differentiated the activation from previous years, was the structure the activation was housed in. We’ve recently teamed up with Royal Tents Middle East, enabling us to build structures that aren’t just your ‘average’ looking structures. The presence of the arch tents is unique and are most certainly an eye-catching feature that elevated fans interest to approach the Callaway activation.
The numbers we captured across the events speak for themselves in outlining the success of the roadshow:
· 1,700 fans came through the activation
· Over 9,500 balls hit
· Positive comments from the European Tour event organisers said how impressed they were with the structure where it was something they had not seen before
· 3 golden ball winners
· Branding communicated the Callaway brand as one of the leading equipment suppliers in golf
Consumer Insights: The Epic Driver section of the experience was the most popular, although everyone surveyed stated that the whole experience was enjoyable and informative. Fans also appreciated the fact Callaway had brought the experience to the event, where ‘trying the new clubs’ was highlighted as the most popular feature of the whole experience.
The Provision team are set and raring to go as our 2022 event schedule fills up with events in the UK, Europe, USA and UAE. With a truly global reach, we want 2022 to be the year where everyone is shouting about how astounding Provision Events are in the sport activation world!