Context
Harry Rosen, known for its formal menswear, is iconic in Canada. The retailer wanted Canadians to know about its new line of golf apparel.

Insight: For the majority of golfers, how you look on the course is almost as important as how you play.

Idea
We hijacked the biggest event in golf, the Masters, by running ads during the Masters broadcast that looked and sounded identical to the real coverage. Except our ‘coverage’ , using the vernacular familiar to golf enthusiasts, focused purely on the players’ outfits. We also live tweeted the tournament, updating fans on the most important part of the action--the style.

Results

The campaign exceeded retail category norms for recall by 62% and more than doubled category norms for favorability.

In particular, online sales of polo shirts surged 40% week-over-week after the launch. The lifestyle category grew by a factor of 12.6 times.

Within the first two weeks of the campaign, clothing from the campaign had sold out.

Searches for golf apparel on HarryRosen.com rose 350% compared to the same period a year before.