Fresh Ideas In Progress
Discover the Drive, Part 2
The best ideas have legs, as they say. Over multiple channels of communication. Various executions. Bridging audiences. Closing the gap between “I’ve seen that” and “I’ve tried that.” You can walk a good idea all over the place, and if it’s really good, it’ll break your brand into a trot.
Last year we worked with Yamaha to introduce an all-new golf car called the “Drive.” With Yamaha’s history and experience as a maker of sports vehicles, we thought it was time somebody made the claim that driving is better than riding.
You pull up to the bag drop at the course, the attendant helps you with your golf bags, and then asks, “Which of you will be driving?”
“I am,” you say.
“No, I will,” your playing partner says.
And there you have it. A golf car good enough it actually matters to you who drives.
Our launch boasted of 57 reasons why the Drive is the best golf car of all. And now in Phase 2 of the launch, after a number of Yamaha “conquests” of previous E-Z-GO and Club Car customers, this idea has walked to reasons number 58 and beyond. Here’s the new web page:
Every customer has his own story why he chose his new fleet of golf cars. Their actual reasons are even more compelling than the original 57 features the introductory messaging included. Rather than show your typical testimonial, however, the advertising uses existing imagery and “protects” the identity of the new customer from those nasty sales people at the other golf car companies.
Here’s the ad, running now.
pga-magreason61.pdf