Results and Effectiveness

50 bartender-MAMAs spoke to 30 people a day, and the campaign was executed for 30 days. So, we were able to tell this tournament to 45,000 people. With tiny budget, awareness of the tournament went up and there were 10,000 tournament visitors which was 140% more compared to the previous year.

Creative Execution

We turned bartender-MAMAs into a media. We made a structure where the bartender-MAMAs kept talking about the tournament out of their own will at their bars. First, we had 50 of bartender-MAMAs (including some male bartenders) say golf jokes related to the tournament on radio, and also announced they will act out these jokes at their bars, pubs, etc. Customers were delighted to see the bartender-MAMAs act out the jokes/commercial and kept on asking for more. The tournament was advertised through bartender-MAMAs only once on radio and then repeatedly at their bars, pubs, etc for free which had the longest accessed hours by our targets compared to any other media.

Insights, Strategy and the Idea

Objective: Make more Tomakomai locals attend AXA Ladies Golf Tournament. Target: We needed to talk to men over 50 who live in the middle of nowhere, Tomakomai. They spend an average of 0 hours on the internet, 0.5 hours on newspaper and TV combined to gather local news. Finding: We found out our targets spend an average of 3 hours a day hanging out at their favorite local bars talking to the owner/bartender, the bartender-MAMAs. Bartender-MAMAs who customers call “MAMA” are quite common throughout Japan. Customers go there on daily basis, and it's home away from home for them.