Winners & Shortlists


Product/ServiceGOLF BRAND
Category E01. SOCIAL VIDEO
Name Company Position
Catherine Hope Sapientnitro Art Director
Andy Mcguinness Sapientnitro Creative
Kevin Ferry Sapientnitro Creative Director

Creative Execution

To demonstrate Joe’s hitting ability with the new drivers, we turned five Callaway golf balls into angry characters, each with their own animal face and personality and got the social community to guess which one Joe would hit furthest and how far the longest ball would go. The ‘Angry Balls’ were seeded during the weekend before the event, through video and tweets. Each ball was given its own hashtag and the community was encouraged to retweet their favourite ball and which ball would go the furthest, with the chance to win a year’s supply of Callaway ‘Speed Regime’ golf balls.

During the build up to the event, the individual ball hashtags received a total of 1,300 retweets of support. We tweeted the event out live and shot Vine clips of Joe in action so the community could follow the event online as it happened, via #kingsofdistance and #angryballs #kingsofdistance had a social reach of 18.8m during the four days preceding and during the event day, with 1 million impressions generated for #angryballs. This significantly increased Callaway’s industry share of voice against its four closest competitors, from an average SOV of 18% from April, to 87% SOV on the event day.

Callaway is seen as the old man of the golfing world. Despite having some of the best products, they lack the sex appeal of trendier rivals and so were keen to get the brand back in the minds of younger players. The social media led campaign designed to involve Callaway’s wider social community on Twitter and Facebook in a live golf day based around the theme of Kings of Distance to help launch their two new drivers for 2014 – the X2Hot and Big Bertha. Taking centre stage at the event was world long-drive champion, Joe Miller, who can hit the ball an incredible 400 yards. Typically, a golfing event like this would be restricted to just 100 lucky attendees, but by activating a social idea Callaway were able to involve 1000’s more fans across Europe, enabling them to join in the excitement and watch clips from the event live.