Asociat were the producing agency behind a celebratory live activation to mark the occasion; the world’s first playable golf billboard, which we activated at Edinburgh’s Waverley Station in the lead up to the AIG Women’s Open. The activation, conceived by Dark Horses, the creative agency for the Royal & Ancient’s “Never Stop Playing” campaign, transformed a traditional billboard into a high-tech golf simulator.
The event enabled fans to connect with the AIG Women’s Open, and golf more broadly, in an innovative, interactive and fun way.
The playable billboard gave golfers and non-golfers the chance to hit a tee shot at a simulated version of the legendary Old Course’s par 3 eighth hole.
The technology enabled the velocity, arc and direction of participant’s shots to be tracked, and showed the simulated flight of the real ball in real-time across the LED screen.
A leaderboard tracked shots that were closest to the pin, and players got the chance to win prizes that included a pair of Sunday tickets to the AIG Women’s Open and the right to be an official walking scorer during the final round.
All the shot tracers from the day’s play were compiled onto the billboard screen at once, creating a stunning visual display. This impressive feature highlights the relentless passion and continuous engagement of golfers, showcasing how they ‘Never Stop Playing’.
Georgia Hall,2018 Women’s Open champion, said, “This looks like such a fun and innovative concept from The R&A. The playable billboard is a brilliant idea to introduce more people to golf and get them excited about the AIG Women’s Open. It’s initiatives like these that will keep our sport growing and evolving.”
Business is now the sole institution seen as competent and ethical; government is viewed as unethical and incompetent. Business is under pressure to step into the void left by government.
Consumers are shifting their spending toward products with ESG-related claims.
Purpose will be central to rebuilding brands in the society that is emerging after the pandemic. The businesses that will not just survive, but thrive, over the coming months and years will be those whose leaders embrace the notion that there is no merit in profit without purpose.
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