The push, estimated to be budgeted at S$1.1 million (US$750,000), comprises of print, television, ambient, mobile and out-of-home executions.
Targeting golf lovers of all ages, the initiative aims to “increase viewership of the tournament, both of television broadcasts and at the venue,” said Graham Kelly, TBWA’s executive creative director.
Targeting golf lovers of all ages, the initiative aims to “increase viewership of the tournament, both of television broadcasts and at the venue,” said Graham Kelly, TBWA’s executive creative director.
The campaign is linked by the slogan ‘Everyone wants to be a part of it’ and depicts athletes from other sports trying get muscle into the tournament.
The TV spots all begin similarly, with a red-shirted golfer attempting to drive home a shot in front of a hushed crowd. As everyone waits to see where the ball will land, the anticipation is shattered by the unexpected appearances of outsiders.
In the first spot, two bikini-clad beach volleyball players dash onto the field to smack down the ball as the golfer looks on in disbelief.
It ends with the young women shovelling the sand bunkers as punishment, watched on by two stern tournament officials.
The second spot sees a tennis player smashing the ball back to the golfer in jubilation.
Eventually, he is forced off the field by the same two officials, as the exasperated golfer gesticulates angrily in the background.
The last spot shows a group of rugby players locked in a scrum to gain possession of the ball. The helpless officials stand by as the golfer throws down his club in anger and storms off.
The idea of using other sports to portray the tournament was a “simple, lateral piece of thinking”, according to Kelly: “Our client wanted something that would broaden the tournament’s appeal and portray golf in a less stuffy manner. The core idea that we had span off into TV, print, ambient, the web - even mobile.”
In addition to television spots, the campaign also features out-of-home ads placed on buses.
Cardboard standees showing the golfer’s play being interrupted by tennis and rugby players were stationed at the baggage carousels of Changi Airport’s arrival hall in an ambient execution.
An interactive banner ad featuring tennis players who abandon their match to catch the golf tournament was also created.
British bank Barclays became the five-year title sponsor of the tournament in 2006 (Media, 26 May). Touted as Asia’s richest national Open, the overall purse for this year’s tournament is US$4 million.
Separately, TBWA/Tequila has hired Simon Chew to head the Omnicom agency’s new win, Resorts World at Sentosa (Media, 22 August).
Chew was most recently a senior art director at JWT Malaysia. He will be based in Singapore and reports directly to Kelly.
The TV spots all begin similarly, with a red-shirted golfer attempting to drive home a shot in front of a hushed crowd. As everyone waits to see where the ball will land, the anticipation is shattered by the unexpected appearances of outsiders.
In the first spot, two bikini-clad beach volleyball players dash onto the field to smack down the ball as the golfer looks on in disbelief.
It ends with the young women shovelling the sand bunkers as punishment, watched on by two stern tournament officials.
The second spot sees a tennis player smashing the ball back to the golfer in jubilation.
Eventually, he is forced off the field by the same two officials, as the exasperated golfer gesticulates angrily in the background.
The last spot shows a group of rugby players locked in a scrum to gain possession of the ball. The helpless officials stand by as the golfer throws down his club in anger and storms off.
The idea of using other sports to portray the tournament was a “simple, lateral piece of thinking”, according to Kelly: “Our client wanted something that would broaden the tournament’s appeal and portray golf in a less stuffy manner. The core idea that we had span off into TV, print, ambient, the web - even mobile.”
In addition to television spots, the campaign also features out-of-home ads placed on buses.
Cardboard standees showing the golfer’s play being interrupted by tennis and rugby players were stationed at the baggage carousels of Changi Airport’s arrival hall in an ambient execution.
An interactive banner ad featuring tennis players who abandon their match to catch the golf tournament was also created.
British bank Barclays became the five-year title sponsor of the tournament in 2006 (Media, 26 May). Touted as Asia’s richest national Open, the overall purse for this year’s tournament is US$4 million.
Separately, TBWA/Tequila has hired Simon Chew to head the Omnicom agency’s new win, Resorts World at Sentosa (Media, 22 August).
Chew was most recently a senior art director at JWT Malaysia. He will be based in Singapore and reports directly to Kelly.
