Market Insight: Golf is rapidly growing in popularity across the Emirates, with tournament attendance numbers increasing year on year.
Brand Insight: Mercedes-Benz has been associated with sport for nearly 40 years and recently has established itself as one of golf’s key sponsors worldwide.
Idea: Drive Like a Pro – With the 2016 Abu Dhabi Golf Championship approaching, we reinforced this commitment to golf by visually demonstrating the bond between it and Mercedes.
In addition to the ‘Drive Like a Pro’ awareness campaign, there was also the opportunity to do something special:
Market Insight: Mercedes-Benz and the Emirates Motor Company work closely with the Abu Dhabi Special Care Centre, to help them raise funds for their new school.
Brand Insight: As sponsor of the 2016 Abu Dhabi Golf Championship, there is an opportunity to do something special for the charity.
Idea: More than just raising money for the Care Centre, we had a story. That’s why we took our Mercedes brand ambassadors and pro golfers, Martin Kaymer and Marcel Siem and created ‘The Drive for Charity’. The more yards they hit with their driver off the tee, the more money we donated.