SITUATION
FedEx has been the official shipping sponsor of the PGA Tour since 2003 and since 2007, the major sponsor of FedEx Cup, a championship competition and trophy for the PGA Tour.

However, FedEx is just one in a sea of big brand sponsors and shipping is not top of mind when watching or playing golf. Nobody thinks of golf and FedEx in the same sentence. We wanted the FedEx brand to be as relevant to golfers as Titleist, Nike and Callaway are.

THE BRIEF
Utilize the FedEx Cup sponsorship to incite PGA Tour golf fans to ship with FedEx

OBJECTIVES
Phase 1: Drive awareness that FedEx ships golf clubs
Phase 2: Increase trial by communicating that is also cheaper than you think

KPI: the ability of our communication to “put boxes on belts” – industry speak for shipping packages. Specifically, we wanted to show how usage of FedEx shipping services has increased with our PGA Tour target. Conversion is measured by increase in packaging, packing and shipping sales, as well as ROI.

INSIGHT
Our research revealed 75.7% of PGA Tour golf respondents report that they travel to play golf but that traveling with golf clubs is a painful experience. While renting clubs may appear to be a solution, when it comes to traveling somewhere to play golf, golf enthusiasts would rather go without food and water than be without their own golf clubs.

THE IDEA
Nothing is more important than your golf clubs.

RESULTS
30X increase in people using “Golf Box Pack and Ship from FedEx Office” 3 months post launch.