Optimizing media without increased media spend

Challenge

When Ghana Manganese Company (GMC) offered Metropolitan Insurance (MET) an opportunity to advertise on GMC’s grandiose golf course, the only media available were the flags numbering the holes, but the refreshed MET brand needed more visibility than the flags offered.

Action

We took the lovely 3-hour road trip from Accra to Nsuta to see the golf course for ourselves and check if it didn’t offer other media we could use. The answer screamed at us the very moment we arrived; the golf course manager’s office was positioned such that you couldn’t tee off, eat or share drinks at the clubhouse without setting eyes on it. It was the obvious spot we wanted.

Results

MET earned more than 20x the media initially offered at no extra cost and got the eyeballs of everyone who visited the golf course.