Creative Execution

We created a music group named Caddie Golugolu who were old school about the rules of golf, but who advocated the rules in a way that appealed to a younger generation - freestyle rap. We launched this campaign with a series of unbranded teaser web movies where the Caddie Golugolu rapped about general bad manners, such as smoking on the street. These teaser videos stimulated the interest of a young audience who thought they were real musicians. After this, we launched the main movie in which they sang about bad manners in golf.

The videos went viral and were shared by our target - people in their 20s - via SNS. As a result of the buzz, media outlets started talking about CADDIE GOLUGOLU. Their music video earned 20millon USD exposure value. And our content gathered over 500,000 views in Japan online. The SEGA SAMMY golf tournament recorded the highest TV program audience rate in the 2014 golf season, an 8.3% share, an increase of 84% from last year. 230,000 people also tuned into the live broadcast of the tournament online, and client data showed the audience heavily skewed towards a younger generation.

SEGA SAMMY is a large entertainment conglomerate, producing arcade games, Japanese pinball games, and also operating many type of leisure facilities, such as amusement arcades, hotels and golf courses across Japan. They wanted younger generations, in particular those in their 20s, to have a stronger interest in golf and also wanted help to promote the 10th Anniversary of the SEGA SAMMY Golf Tournament, their sponsored golf tournament. The unexpected combination of golf, aunties, caddies and rap music created interest in the younger audience. The core content was very ‘golf’ centric, with the aunties wearing traditional caddie outfits and rapping about the rules of golf. But the creative twist widened the audience beyond existing golfers, and encouraged a new generation to check out golf and the SEGA SAMMY tournament.