Title | MONSIEUR LE COQ CAMPAIGN |
Brand | DESCENTE |
Product / Service | LE COQ GOLF |
Category | A01. Corporate Identity Schemes |
Entrant | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Entrant Company | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Advertising Agency | McCANN ERICKSON JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
John Woodward | Craft Worldwide Inc./Studio Q | Movie Director |
Keisuke Miyajima | Craft Worldwide Inc. | Art Director |
Yu Morita | Craft Worldwide Inc. | Producer |
Takashi Ueda | Mccann Erickson Japan Inc. | Account Director |
Yoshiaki Saito | Mccann Erickson Japan Inc. | Interactive Planner |
Tetsuya Kinouchi | Mccann Erickson Japan Inc. | Producer |
Hirokazu Handa | Mccann Erickson Japan Inc. | Strategic Planner |
Keiichiro Takahashi | Mccann Erickson Japan Inc. | Senior Art Director |
Jun Asano | Mccann Erickson Japan Inc. | Executive Creative Director |
To establish an image of “French-born, stylish golf wear brand” for Le Coq Golf among young Japanese golfers and to expand the brand’s fan base.
The French golf wear brand, Le Coq Golf, faced two main challenges in Japan: (1) Low awareness among young golfers and (2) the rising age of their existing customers. Meanwhile, the most popular method used by sportswear brands to market their products—to use pro athlete endorsements—had the inherent risk of tying the brand to the ups and downs of the athlete’s performance. With young golfers turning a deaf ear to pure product messaging by brands, Le Coq Golf was struggling to find a way to increase awareness among younger targets.
We arrived at this design as we consider it important for the design to remind people of the original le coq logo. It was designed to look stylish when it wore the golf wears, and be able to actually play golf.
The brand succeeded in acquiring 11,732 fans on Facebook (as of July 1), making it the No.1. golf wear brand in terms of number of fans, word-of-mouth, and engagement. After the launch of the “LOVE GOLF” campaign, the brand experienced growth in sales compared to the previous year during both seasons (i.e. 2012 Spring/Summer and 2012 Fall/Winter).