Callway's unusual partnership with Justin Timberlake

Source: Callawaygolf.com

 The Problem

•  The recession has hit Callaway hard and sales of golf equipment (clubs, balls, bags, gloves and footwear) have suffered badly
• Callaway has reported losses in both 2009 and 2010 (as well as for the first 9 months of 2011)
• Callaway is losing market share to competitors such as Adidas and TaylorMade
• Callaway’s spend has declined – in 2011, the company spent $30m on US ads.  During the same period however, brands like Titleist and TaylorMade spent $41m and $38.5m respectively (source Kantar media)
• A previous partnership with Lamborghini is described by CEO  Tony Thornley and analyst Dan Wewer as “misguided” – The campaign involved the two brands working together to develop composite materials that were used in both the cars and on golf equipment.  Says Wewer:

“Callaway strayed too far from its golfing roots with a marketing message that focused on styling and too little on the benefits of its equipment for golfers”.

The challenge

• Get Callaway’s voice back and make sure it resonates with Golfers this time!
• Lead the growth of the game by appealing to younger users.  After 22 year old Rory McIlroy’s win at the US Open in 2011, the company feels now might be the time to target this “youth movement”.
•  Talk to the Youth but don’t alienate the core customer who, on average, is 55 years old.

The Solution

• Partner with youth icon and R&B Superstar Justin Timberlake
• Deputise Timberlake as de-facto and honorary “creative director” for the brand.  Even though he will not appear in the ads themselves, Timberlake will partner with the brand’s agency (Factory Design Labs) on the new campaign

The Work (so far)

The campaign features an “epic demo” which places pros such as Phil Mickelson and Anikka Sorenstam onto the most outlandish urban terrain imaginable – the Las Vegas Strip.  In one ad, golfer Alvaro Quiros drives a ball 300 metres over the Bellagio fountain from a floating platform.

Timberlake also made an appearance at the Callaway Golf Centre in Vegas to demo, amongst other things a new range of irons.  He’s got a pretty good swing too - he should, he plays off a 6 Handicap

The Assessment

Said Timberlake: 

“We wanted to make a statement that was more rock n’ roll.  Being hip and contemporary is part of the new marketing plan.  We hope this approach gives the sport a nice injection of kickassery”

It will take some time to judge whether this new move is not only effective in restoring Callaway's fortunes but in bringing younger people into the game of golf.

Incidentally, this work is not dissimilar to an activation done by Mastercard some years back when it built a demo course in London's Hyde Park and invited Tiger Woods to entertain the lunchtime crows.  Read more about it here and here