guerrilla marketing

THE BRIEF
Jacobsen, a Textron company, is a top three USA provider of professional turf-management equipment to golf, education and municipal clients. They needed a stand-out campaign to steal market share from their competition at the Golf Industry Show in San Diego.

THE CHALLENGE
1) To stand out above the competition, Toro and Deere, at the industry’s largest annual trade show. 2) To get their customer, the grounds superintendent, to think in orange rather than red and green.

GOAL/PROCESS
The goal was to not only have a “killer” 60’ x 110’ exhibit, but also to blanket the entire area surrounding the convention center with the Jacobsen BRAND AWARENESS. Operation Orange showcased that Jacobsen’s salespeople were now everywhere in the field ready to meet their needs.

UNIQUE SOLUTION
Thinking outside the booth…the design team was possessed with branding everything in sight from wristbands, T-shirts, 27 orange-wearing brand ambassadors, 5 orange Dodge Chargers and 10 pedicabs emblazened with the Orange Everywhere logos, Jacobsen logo projected onto the Hard Rock Hotel, Facebook/Twitter posts. This approach resulted in 10 times more direct interactions with people at the show than in the past. Leads

AWARD
Golf Industry Show Award of Excellence