CHALLENGE

FedEx and agency Lowe RMP challenged Fuel to develop a realistic-looking golf game as part of an integrated promotion with contest to increase usage, awareness and consideration levels of FedEx’s international shipping services.

STRATEGY

Golf as a theme is engaging and offers significant depth for creative opportunity. Golf is strongly perceived as an international sport; creating a promotional association between golf and FedEx quickly links FedEx and the International message. It is also a seasonal sport that resonates with the target market. As spring begins, golfers have one thing on their minds.

FedEx’s “Tee off to win campaign” was chosen as the overall theme. After entering their waybill number, customers had the choice of teeing off at three international courses; San Francisco, Vancouver and Scotland, all containing FedEx branding. To instantly win, customers had to hit a hole-in-one at their select course and answer a skill-testing question. The more waybills the customer had the greater the chance they had to win.

CREATIVE & EXECUTION

A website was a key component of the promotion. Located within FedEx.ca, fedex.ca/teeoff performed a contest hub function; providing the campaign details and both the registration and instant win contest entry mechanism. Every time a customer shipped internationally with FedEx they had the chance to play the Tee off to win online Golf game.

Far from the pixilated environments found in most golf games, the vistas presented are breathtaking, and include backdrops like the Golden Gate Bridge at sunset. The pre-determined nature of the game allows for stunning cinematic elements, including a mid-flight view of the FedEx logo on the golf ball.

Customers who shipped internationally could instantly win prizes from electronics to the grand prize of a trip for two to St. Andrews. Across Canada, customers were encouraged to enter the contest via a wide array of communication vehicles including radio, online advertising and email, print, courier cards, and creative on fedex.ca. An employee contest was also a component.

Customers could also challenge their colleagues to play the game through a viral component included on the site.

PERFORMANCE

While the campaign results are still coming in, the game is proving to be a success. With smooth graphics and a well-timed theme, FedEx is proving that golf is truly the game of business.