Cannes Lions

The Golf Cure

JUNG VON MATT/LIMMAT, Zurich / GRAUBÜNDEN TOURISM / 2019

Case Film
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Background

In his most recent study, former senior consultant of Swiss Olympic Dr Beat Villiger MD proved that playing golf in Graubünden is much healthier than playing golf anywhere else in Switzerland. This is due to a number of factors, such as the clean mountain air, the long hours of sunshine and the enhanced training effect caused by the hilly terrain.

Idea

Based on this new study by renowned Swiss Olympic Dr Beat Villiger MD, we created a brand-ing campaign that positions the entire golfing region of Graubünden as a health-promoting medication. The first step was to develop the Graubünden Golf forte 45,000 medication. This is a Graubünden golf preparation in the form of six golf balls weighing 45,000 milligrams each, which improve health when used regularly.

Strategy

Playing Golf is a sport with many advantages on your health. And playing Golf in the Swiss region of Graubünden is scientifically proven even healthier. So the creative strategy was to turn playing golf into a real cure. Not as an advertising gag, but as a real medication that could be prescribed by doctors.

Execution

The preparation, including a package insert that humorously describes the beneficial effects and strong side effects of playing golf, was available over the counter via the Graubünden Golf website. The preparation could be prescribed and sent to stressed-out friends as a golf cure via the website. It was also available to purchase in all golf stores in Graubünden, and doctors officially prescribed the golf preparation as an anti-stress cure in combination with a golf holiday.

Three health ads activated our target group via social media and promoted the Graubünden Golf website, where the golf preparation could be purchased in combination with a golf holiday.

The campaign period was July to End of August, the Swiss Holiday Summer Season and the peak for Golf Holiday bookings.

Outcome

? The first edition of 30000 golf preparations sold out in just a week.

? 15.000 mailings were sent from consumer to consumer

? Over 200.000 more website visitors within the first 24 hours.

? And bookings for golf holidays in Graubünden increased by 37%.

? 12000 Golf players strengthened their health in Graubünden Golf ressorts

Now the whole Golf community knows: Playing their favourite sport in Graubünden is a real cure.

Similar Campaigns

2 items

The Photography Ban

JUNG VON MATT/LIMMAT, Zurich

The Photography Ban

2019, GRAUBÜNDEN TOURISM

(opens in a new tab)