Nexus/H tees-off Callaway Golf campaign
Callaway Golf has launched a new, integrated campaign. The work uses photography shot by a leading fashion photographer for press, digital, outdoor and POS activity.
The campaign has been created and planned by Tumbridge Wells-based Nexus/H, to promote four new products and will run across Europe.
Callaway manufactures premium products for golf enthusiasts.
The campaign follows the “innovation” campaign which broke early in 2008 to communicate Callaway’s excellence in product research and development.
Richard Foster, a renowned fashion photographer for luxury fashion merchandise, including brand names Gucci, Alfred Dunhill and Mulberry has shot this new campaign.
Special imagery has been developed, including the creation of a mercury mirror, similar to the inside of a camera lens, to project the luxury of the product, enabling the campaign to be shot as if it were a fashion item.
There are 4 executions: “Unleash Hell” and “But It Fits Into Your Bag” as well as “ Have Cake, Eat It”. The products are the FT-iQ driver, X-Series irons, the FT-9 driver, and Diablo driver.
Jeff Dodds, European marketing director for Callaway Golf commented: “Our brand has always been about innovation and we see Callaway as the one to do things a little against the norm. We have been brave. Nexus/H with their philosophy of being agents of change, have really helped take us on to the next level of bold and confident marketing to project the desirability of the brand. Everything from the media planning to the creative strategy says we are different as a golf brand”.
The campaign breaks in specialist golfing titles, as well as national newspapers such as Observer Sport Monthly, Daily Telegraph, and lifestyle publications including GQ. Online and outdoor activity will follow. POS is a key factor in the campaign and uses the same imagery of luxury and desirability.