Testing BMW brand campaigns with golfers

Opportunity

With the rapidly evolving golf landscape, BMW briefed Liganova Mash to modernise & bring consistency to its global golf communication, whilst offering opportunity for deeper brand storytelling.

Pain Points

“We wanted to understand the sentiment & connection to new brand messaging/visuals across traditional and non-traditional golf audiences. It was important to Liganova Mash and BMW that the creative decision making was underpinned by empirical data.”

Solution

Gather provided a quantitative research study to investigate golfers’ sentiment towards four creative routes. The creative route was measured against BMW key objectives with traditional & non-traditional audiences from key golf markets. Gather supported Liganova Mash from research design to data collection/analysis and creation of the final report.

Impact

“Gather’s report provided clear insights on how golfers from traditional & non-traditional backgrounds responded to the creative work against BMW’s key objectives. It helped us to support our assumptions and provided a data led result from which we could make a recommendation to BMW for developing a final creative route.

In addition the study also provided further insights on golf audience behaviour which we weren’t expecting. This supported our creative development further.”