Following on from the campaign success in 2018, Mammoth were tasked to develop and deliver a fully integrated campaign for the Dubai Duty Free Irish Open 2019. The campaign objective was to communicate the festival feel of the DDFIO and take its audience appeal beyond the golf fans. It was also important that the campaign focused on integrating the local community, making them feel part of and involved in the event.
We took a digital first approach and invited visitors to 'Experience More'.
To communicate the festival feel of the event and take the audience appeal beyond the golf fans, the creative strategy was split into four key content pillars;
The Golf - The Music - The Location - Golf Trivia
To bring the campaign to life, the video and social content tapped into the unique local people, culture and stunning location. Aligned with the media plan, we ensured that our audiences were captured across all social and web touchpoints to ultimately sell the ‘festival feel’ and drive ticket sales.
We believe in crafting immersive video content in a fast-paced digital world. Reactive video content gave us the opportunity to respond quickly on social as the golf unfolded in real time.
During the tournament, our content team produced 14 high quality ‘in the moment’ buzz videos for social to highlight this as an unmissable event. This contributed to over 1.2million video views across Facebook, Instagram and Twitter.