Aussie golfing organisation The PGA has enlisted the help of an annoying, sledging scorecard to front a new campaign encouraging golfers to get a lesson from their local PGA pro.
The ‘Silence The Scorecard’ campaign, created by independent Melbourne agency The Reactor, includes TV, print and tactical point of sale and has been timed to coincide with the start of the golf season.
“Following on from our previous brand awareness campaign, we wanted to talk to the golfer on their terms and give them a real reason to engage with their local PGA Professional this summer; Speak to your local PGA Pro as they will help you ‘Silence the Scorecard’ to play better golf more often,” said Nick Thornton – commercial & marketing general manager PGA.
Nick Brown, creative director from The Reactor knows the battle between man and scorecard all too well. “Golf can be the most wonderful and frustrating game within the same minute. But it all comes down to the individual and all that goes down the scorecard. “Silence the Scorecard’ is a rich creative territory and one all golfers can relate to. There’s nothing better than writing a small number and nothing worse than writing down a big. We needed the scorecard character to embody everything that is annoying and niggly about golf. In that regard, we’re thrilled with how it’s come out.”
The TVC first aired last weekend during the Australian Masters coverage on Channel 7.