Reconnecting American Golf with its Community Post-Lockdown
The Problem
After global lockdowns, golfers were eager to return to their sport. American Golf wanted to reconnect with its community, acknowledge the shared experience of time lost on the course, and signal that its stores were reopening.
The Idea
We developed an authentic TV commercial built on real customer insights. The ad featured characters that reflected the feelings of golfers during lockdown: frustration, longing, and excitement to return.
The creative was designed not just to announce store reopening but to resonate emotionally with “the real golfer.”
The Outcome
Boosted foot traffic in American Golf stores
Widely shared on social media, creating organic virality
Strong emotional connection with the golfing community
Positioned American Golf at the heart of the sport’s return to normality
FAQs
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What challenge did American Golf face post-lockdown?
They needed to reconnect with golfers, acknowledge the shared experience of lockdown, and drive store footfall.
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How did Ideas + Outcomes approach the campaign?
By creating an authentic TV ad featuring characters that reflected real golfers’ emotions and experiences.
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What made the campaign resonate with the community?
The emotional storytelling captured the frustration and excitement of returning to the course, building strong connections.
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What results did the campaign deliver?
Increased store visits, strong social sharing, organic reach, and positioning American Golf at the centre of the sport’s recovery.