Launching the biggest golf event that Belgium has ever known and reaching all golfers in Belgium with a clear brand positioning. That was the assignment for us working on the Soudal Open, a brand-new DP World Tour golf event.
The Soudal Open tagline ‘Where golf dreams come true’ was created and implemented in the whole communication strategy. A young boy dreaming of seeing his idol Thomas Pieters playing in Belgium. He gets inspired to train even harder to become as good as he can be. The Soudal Open mood trailer ‘Where golf dreams come true’ was made to inspire and excite fans about the new Belgian Open and was used as TV commercial on Play Sports.
On top of that ‘we made a golf dream come true’ by arranging a surprise meet & greet for the young actor with Thomas Pieters during the Soudal Open.
Next to the clear brand positioning, we wanted to get the attention of our 75,000 golf players in Belgium. We created a content series, ‘Discover the course’ with Wesley Sonck and Thomas Pieters.
Thomas and Wesley played the most challenging holes of the Soudal Open. Every episode focused on how a top player plays a hole and its specific features.
As a result, spectators at the Soudal Open had a better understanding of the way a pro plays during competition and deeper knowledge of the new course.