Golf Unlimited, a Primedia Unlimited company, demonstrated to client, Glenlivet Single Malt Whisky, how to avoid the inevitable wastage and costs that advertisers incur with demographic overspill.
The phrase, ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’ was attributed to John Wanamaker, a US department store merchant at the turn of the century. “Why would advertisers even risk 50% of their budget if they knew that 100% of their advertising spend could be working?” questions Golf Unlimited’s Pieter Groenewald.
“Our brief was to promote the Glenlivet brand to high end LSM men, who enjoy whisky and the finer things in life. As the specialists when it comes to communicating to golfers on South Africa’s premier four and five star golf courses, we know that there is a high concentration of whiskey drinkers within golfers, only possibly being surpassed by a higher concentration at a whiskey tasting event.”
The mechanics of the campaign were simple. As golfers reached holes 7 and 16 (just as they are approaching the half way house or end of their round), Glenlivet adverts were flighted on the digital GPS screens of golf carts around Gauteng.
“It is the ideal way to create top-of-mind awareness and tweak thought patterns ahead of crucial intervals in a clean and uncluttered environment,” says Pieter.