18Birdies, the state-of-the-art integrated mobile and social golf platform built to enhance the golf experience, announced today that it is launching a new digital brand campaign this week that aims to get a new generation of golfers excited about playing golf. Created by 18Birdies and agency, EVB, the humorous campaign centers on an over-the-top Marshal who brings a more exciting and fun approach to traditional golf marshaling. Instead of putting pressure on golfers like a typical marshal—he’s there to ‘Make Things Interesting’ and provide a more exciting experience for golfers. EVB cut both 60 and 30-second versions of the spot, which tags with “Let’s Make Things Interesting.” There are also some 15-second vignettes of The Marshal having fun with a ball washer, a leaf blower and the GPS+ feature. The marketing campaign will run across Facebook, Instagram, Twitter and YouTube.
“We wanted to introduce a brand voice that puts the fun and excitement back into the game of golf and EVB was the agency that shared our vision,” said Susan Song, Chief Marketing Officer at 18Birdies. “The Marshal is a departure from existing consumer perceptions about the game of golf and brings much needed humor to the game.”
Traditionally, the course marshal rolls up on players to often criticize their behavior or pace of play. The 18Birdies Marshal does not curtail the golf experience; he enhances it by showing golfers how much fun the game can be with his wit and humor.
“For most golfers, the sight of the marshal is the last thing you want to see on the course,” explained Val Carlson, Executive Creative Director at EVB. “We’re flipping it on its ear to deliver something unexpected and memorable.” This is the Bay Area shop’s first work for the company after winning a review.
18Birdies uses state-of-the-art golf technology to build and grow local golf communities and attract Millennials back to the game, who are increasingly looking for ways to combine their passions for social, technology and golf within their activities. 18Birdies offers easy access to all the tools a golfer might need on the course in an easy to use mobile app. 18Birdies is available on iTunes and the Google Play Store.
EVB will complement the creative with social content. Snappy features under topics such as “Golf Chat” and “Course Etiquette” will be created for Facebook, Twitter and other channels.
Agency: EVB Executive Creative Director: Val Carlson, Creative Director: Chris Szadkowski, Copywriter: Kevin Turner, Associate Creative Director: Stuart Confer, Art Director: Cassia Peterson, Strategy Director / Client Lead: Kevin M Newby, Account Supervisor: Tyson Ringey, VP / Director of Production: Scott Potter, Producer: Tori Robertson, Directors: Ben Hurst and Dave Thomas
Production: Washington Square Films / 310 Bowery, 2nd Floor, New York, NY 10012
Editorial: Milkhaus / 3059 Vine Street Denver CO 80205
