Product / ServiceGOLF CLUBS
CategoryA02. Durable Consumer Goods
Idea Creation DENTSU INC. Tokyo, JAPAN


Name Company Position
Shigeru Ishida DENTSU INC. Director

The Campaign

PING created "PING G STADIUM" in Roppongi (the center of Tokyo), not in the suburbs where golf courses are usually located in order to revitalize golf when they release their new products. It offered various entertainment to everyone for FREE. Also, it offered an opportunity for the golf industry to promote themselves for FREE. PING G STADIUM was opened not only for trying their new golf clubs, it contributed to the opportunities the all people including from first-timers to current golf players enjoyed golf. For example, famous professional golfers were invited and talk shows were held. There was a special cafe which offered latte with latte art of their logo. Various types of lessons were also held for like first-timers, children, women, and people who love golf as well.


Opening period: 16/03/2016 - 20/03/2016 Location: Ropping, Tokyo, Japan Implementaion: creating "PING G STADIUM" Size of stadium: (height) about 8 m (width) about 27m ?it contained 25yard of golf driving range. What it offered: Free test driving of golf clubs Demonstrations of professional golfers Various types of lessons for first-timers, children, women, and people who love golf as well. Exhibition of products Foot golf: new type of golf, mixed of golf and soccer Putting green PR event with famous talent for media Special cafe which offered latte with latte art of their logo

About 3,000 people enjoyed golf during the 5 days. Players experienced fun of golf through an driving range, putter, foot golf etc. 94% of first-timers said "golf is fun". The golf association introduced their golf tournaments to gain interest, and visitors to the senior golf tournament increased by 25% than last year. Professional golfers and key figures showed their ability through demonstrations and lessons. Golf schools taught excitement of golf with their lessons, and they could gain new students (+98people) in the 5 days. Golf related services raised their awareness by distributing the goods (+500 people). Of course, PING membership could gain new members (+677people) in the 10 days, and reservations for new products increased dramatically. There were many tweets and publicity about PING G STADIUM, which exceeded expectations beyond the than promotion expense. (Total 2,000,000 impression, JPY 110 million).

The Situation

The golf brand PING created "PING G STADIUM" and succeeded to revitalize golf and raise their brand and new product's awareness. This project also gained a many tweets and publicity. This is why reason that our project was appropriate for submitting to PR Spikes.

The Strategy

The target audience of this project was the all people including from child to adult and from first-timers to professionals of golf. To get much coverage on mass media, we distributed press releases, and held a PR event with famous talent for media in the very first day. In addition, we planned some points that made people want to tell their friends thorough the social media.


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