Play the Polara

Client North of 90 Situation:

Golfers have been hooking and slicing their way to frustration since the first round was played. North of 90 decided enough was enough and revived the Polara, a self-correcting ball that reduces hooks and slices by up to 50 percent. We were asked to put together a plan to re-launch the ball. And without the aid of a tee.

Storytelling:

We created a tee-to-green marketing plan that was as fun as the game of golf is meant to be. Targeting the north of 90 golfer, we positioned the ball as a way for the recreational golfer to enjoy a round of golf a little more. The program included paid media, interactive, special events, earned media, street teams and the debut of the one and only Polara Mobile, a VW Beetle wrapped as a golf ball. The Polara went straight into publications such as the Wall Street Journal, the Detroit Free Press, the San Diego Union-Tribune and too many golf publications to keep track of on our scorecard.

Outcome:

The Polara was one of the big hits at the PGA Merchandise Show and quickly racked up impressive online and retail sales – and many loyal fans and happier golfers.