We used the misconception that advertising brainwashes consumers. We manipulated this insight and created HypnoMarketing, a fake firm (with a GM and office) that turns young people into lifelong brand advocates through the power of hypnosis. Golf Punk was HypnoMarketing’s first client.We used product to incentise people to attend HypnoMarketing sessions. Golf Punk was integrated into each session and product sold at the end. Footage from the sessions was published on P2P websites. The media was outraged, HypnoMarketing’s GM was inundated with interview requests. Resulting media coverage propelled Golf Punk “front of mind” with both customers and retailers.

The media, events, Word of Mouth, PR, reached the mass youth audience and retailers we were targeting.

Media coverage exceeded expectations: Australia’s leading current affair TV show Today Tonight featured a 5 minute segment on HypnoMarketing, frequently mentioning Golf Punk. The story appeared on: 14 radio stations, 17 newspapers/magazines , thousands of blogs/websites.Thousands called the office, 6,000 expressed interest in the events. We sampled and sold to hundreds at each event. 2.5 million Australians impacted. Media value $1.9 million, ROI 1800%.“Since HypnoMarketing we’ve received unprecedented demand from new retailers and regained our cool” - Richard Bell - Client