MONSIEUR LE COQ CAMPAIGN

TitleMONSIEUR LE COQ CAMPAIGN
ClientDESCENTE
Product/ServiceLE COQ GOLF
CategoryA01. Corporate Identity Schemes
EntrantMcCANN ERICKSON JAPAN Tokyo, JAPAN
Entrant Company McCANN ERICKSON JAPAN Tokyo, JAPAN
Advertising Agency McCANN ERICKSON JAPAN Tokyo, JAPAN

Brief Explanation

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 Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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).

Credits

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