European Tour 2019

Experience More.

A continued partnership between Mammoth and European Tour

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'.

Our approach

Data and learnings from the campaign in 2018 provided us with key insights in how to formulate the strategy for 2019. The success of the campaign resulted from an in depth audit of the local media landscape, rationalising the leading local media players and exploiting them to tap into both the golf and family audiences. We worked closely with the European Tour digital team to devise a bespoke social calendar and video content for four months leading up to the DDFIO and during the tournament week. The content was planned on a monthly basis, aligned with the communication and media plan, whilst allowing scope for reactive content as opportunities arise.

Our approach

Data and learnings from the campaign in 2018 provided us with key insights in how to formulate the strategy for 2019. The success of the campaign resulted from an in depth audit of the local media landscape, rationalising the leading local media players and exploiting them to tap into both the golf and family audiences. We worked closely with the European Tour digital team to devise a bespoke social calendar and video content for four months leading up to the DDFIO and during the tournament week. The content was planned on a monthly basis, aligned with the communication and media plan, whilst allowing scope for reactive content as opportunities arise.

Creative Strategy

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.

Video content is key

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.

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