XXIO had a major challenge on its hands. Its premium products are priced far above market average, its unique selling proposition is totally unusual, and its name is virtually unpronounceable. So, how did we convince affluent, white, baby boomer males to invest in a Japanese golf brand they've never seen before? Lifestyle spots.
A brand play seasoned with just enough product, this campaign drove unprecedented market interest. Massive web traffic spikes coincided with every airing, and the eventual result was instant, permanent market awareness.