Drummond Golf launches ‘Love of Golf’ brand campaign via J. Walter Thompson, Melbourne
Drummond Golf has launched its first brand campaign that celebrates the great game of golf, developed by J. Walter Thompson, Melbourne.
The campaign speaks to golf lovers of all ages and skill levels about the benefits and frustrations of the game. Reinforcing that no-one understands and loves the game quite like Drummond Golf.
Says Ravi Abeyaratne, marketing director, Drummond Golf: “Our business and franchisees were very excited at the prospect of reinvigorating the game of golf, and sharing this game we’re passionate about with all Australians, while building a deeper relationship with our customers. Golf is a highly emotional game and sometimes we forget why we play it, so it was good to remind everyone. JWT truly impressed us with their strategic review of our business and opportunities, and creatively put forward a campaign that we love and feel perfectly encapsulates our brand and vision.”
Says Annie Price, creative director, J. Walter Thompson: “This was a dream brief for this (not very good) golfer. I love golf. Then I hate it. Then I hit a good shot and love it again. It was important to capture the mixed emotions golf can evoke and shift some outdated perceptions that the game is only for a select few. I hope this work will broaden golf’s appeal. I’m grateful that Ravi and team have been so open to invest in building their brand with us, and I’m glad it’s resonating with people.”
The ‘Love of Golf’ brand campaign features a range of executions via TVC and online. It showcases unique product offerings like MiMatch club fitting technology, and extends into price guarantee communications and sale campaigns. Transit OOH will further encourage golfers to get the clubs out over the Christmas break.
Drummond Golf has been a client of J. Walter Thompson, Melbourne since 2016. This is the first major brand campaign the company has undertaken in this time.
Drummond Golf Marketing Director: Ravi Abeyaratne
Agency: J. Walter Thompson, Melbourne
General Manager: Nick Muncaster
Creative Director: Annie Price
Group Account Director: Jessica Johnson
Senior Account Manager: Patricia Campbell
Senior Planner: Brigitte Bayard
TV Producer: Sandi Gracin
Print Producer: Miryana Velyanovski
Media Agency: Noisy Beast
13 Comments
These are lovely – nice work JDubs.
Another retail montage… Nothing about why Drummond. Irrelevant Wallpaper.
Average execution but nice for the sport. Not going to sell any clubs though.
Just ripped off their own jetstar ad they did a few years ago and replaced people on beaches with people on a golf course.
Talking to themselves.
LOL
Love holidays & seeing people – Jetstar
Love low prices – Harris scarfe
Love golf – Drumond
Love a sausage factory? – JWT
I doubt these were written by ‘golf’ people.
The language and the action are not right.
Golf lovers don’t say “..on course..” That has an entirely different meaning to “..on the course..” as was probably the intention.
Nor would they ever cheat by blowing a ball into the hole. Cheating is not something gold lovers find funny – they guard the integrity of the game
[Just like golf lovers hate seeing ‘golfers’ wearing a glove when putting – or putting when the flag’s in and not attended. It just shows the author knows little of the game they’re ‘selling’ me].
But, every campaign has to develop – I appreciate that and there is some interesting content.
However, IMHO this campaign suffers from the lack of Brett Ogle’s infectious delivery and stronger than necessary branding.
“Love a sausage factory? – JWT”
The agency credits are a definite sausage factory, aren’t they? I mean (and i’m assuming everyone’s gender here) 6/7 staff being female obviously fails the 0% men qualification to not be labelled a sausage factory.
why make it about gender? the comment is clearly referring to the work.
perhaps mm of a melbourne based front of a global that’s just rebranded jumping at shadows and defensive after the departure of a senior creative.
hi Nick!
thank u, next.
Time to just close JWT. Forget the merger and put it out to pasture?
The love of golf is cheating?
No, blowing a ball into the hole is cheating.
No one who loves golf would ever do it.