The communication goal(s)

 
In 2004 we were tasked with developing the Golf range of ice-cream that included everything from family sized tubs to single cones.  
Research showed that one key group we were missing was young adults. But how to reach them?  
They’re sceptical, light TV viewers and disperse over summer to Turkey’s coastal regions.  
Innovative Media Strategy  
Whilst TV would cover most target segments, winning over sceptical young adults would require supplementary activity that would blend the brand into their lifestyles.  
Golf had a taste advantage so trial and recommendation would also be important. Young Turks spend their summer at Turkey’s beach clubs which would provide excellent association and trial opportunities but limited coverage.    
So to link beach life and Golf in the minds of all young adults we created a daily ‘’Golf Summer Hits’’ show recorded live every day from Turkey’s trendiest beach club.    
The show was aired on Number 1, Turkey’s most watched Music TV station, 3 times a day throughout the summer.

Engaging Creativity

Sampling alone wouldn’t build loyalty among young adults. We needed to show the brand as part of their lives.

We generated presence at the beach club by placing branded giant beach-cushions and erecting an unique Golf ice-cream stand.

‘Golf Summer Hits’ was then broadcast daily including regular ice-cream giveaways to demonstrate the range of ice-creams available.

The show was fully branded with specially designed idents.

Then association with summer music built a powerful emotional link to the brand.

Encompassing the Audience

For young Turks summer is beach and music.

The beach provided the right mental images for ice-cream. Number 1 gave us the emotional element.

Three ‘Golf Summer Hits’ shows broadcast per day ensured we had a sustained and consistent presence required for brand building.

The beach club also hosted the World Kite board Championships, National Beach Volley Ball Championships plus major Rock Festivals further putting the brand at the centre of summer life and widening the exposure to the brand.  

Effectiveness

The beach sponsorship cost 25,000 USD reaching 114,276 visitors who bought 10,000USD of Golf ice-cream.

Number 1 broadcast 196 hours of ‘Golf Summer Hits’ for free.

In 2004 Golf increased its young adult’s market share 7.3% to 20.9% and now leads within this segment.

‘Summer Hits’ will be back for summer 2005.