Volvo Masters Amateur
The Challenge / Opportunity:
Volvo challenged InField to develop a program that would target affluent golfers and build relevancy for the Volvo product line. Introduced in 2003, the InField-owned Golf Challenge property that in it’s final year evolved to become the Masters Amateur, was titled by Volvo and their 43 franchised dealers for six consecutive years and presented by NIKE Golf.
Program Objectives:
The Golf Challenge/Masters Amateur program was designed as an experiential, grassroots consumer program that, by using golf as a vehicle, would introduce our clients’ products to unique prospects and where possible, reward existing owners with premium and unique experiences. The objective was to drive product trial and when/where appropriate, deliver qualified leads to retail.
Program Details:
With premium sponsor integration on 12 of 18 holes, the Golf Challenge/Masters Amateur program delivered a memorable golf experience for the competitive golfer at private and premier public golf facilities. Alongside targeted complimentary brands, InField executed 600 qualifying tournaments over six years (at an average of 130 golfers/field), three regional qualifiers (100/field) and a National Championship (60/field).
The winning team of two from both gross and net scoring earned the opportunity to represent their country at the international invitational tournament that was annually tied to the Volvo European PGA Masters in Valderamma, Spain.
What We Did:
Through integration into the Volvo dealer lead management system, Volvo tracked an average of 80 Retail Deliveries/year, directly attributed to the program.
For the past five years, InField was also invited by Volvo to consult to the global invitational tournament organizer, on developing country programs to mirror the success of the Canadian model.
Dates Executed:
2003 – 2008 (June - September)
