Title | MONSIEUR LE COQ CAMPAIGN |
Brand | DESCENTE |
Product / Service | LE COQ GOLF |
Category | C01. Best Integrated Campaign Led by PR |
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 | Movie Director |
Keisuke Miyajima | Craft Worldwide | Art Director |
Yu Morita | Craft Worldwide | Producer |
Daisuke Kobayashi | Photographer | |
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 |
Background 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. Objective 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. Strategy / Idea Create a character spokesman (the French-born “Le Coq IV”) out of the brand’s logo as a way for the brand to directly interact with the target and communicate the joys of golf. Execution Plan Create a character spokesperson (“Le Coq IV”) to message the brand and to serve as a bridge between the brand and its fans. Re-design all communication touch points—from the key visual to the catalog, in-store POP tools, real-world events (such as golf tournaments for fans), Facebook, and official website—based on this new character and instead of limiting the brand’s interaction with customers to just inside stores, actively pursue communication through such interactive tools as Facebook.
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 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 103% growth in sales compared to the previous year.
Create a character spokesperson (“Le Coq IV”) to message the brand and to serve as a bridge between the brand and its fans. Re-design all communication touch points—from the key visual to the catalog, in-store POP tools, real-world events (such as golf tournaments for fans), Facebook, and official website—based on this new character and instead of limiting the brand’s interaction with customers to just inside stores, actively pursue communication through such interactive tools as Facebook.
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.
Create a character spokesman (the French-born “Le Coq IV”) out of the brand’s logo as a way for the brand to directly interact with the target and communicate the joys of golf.