This was supported by a "lost ball" teaser campaign where prototype balls were claimed to have escaped from Callaway's test range in California.
Balls were sighted on golf courses in Europe to emphasise the fact that HX balls could travel further than any other golf balls. What's more, Callaway had exclusive use of a local driving range in a key location en route to the British Open.
Visitors to the Callaway stand were encouraged to visit the driving range, trial Callaway products and enjoy a free barbecue. An 800-yard marker was placed at the top of a hill which lay behind the driving range in full view of golfers using the range, implying that golfers were capable of achieving such distance only when using a Callaway driver.
VIRGIN ATLANTIC
Virgin Atlantic was 18 this year so Virgin and its agencies celebrated with a "friends and family" birthday. This included photos of Richard Branson in local papers in the 18th birthday classifieds, birthday cakes and 18 wobbly red jellies to illustrate "18 years of giving BA the wobbles" on a huge poster site on the Cromwell Road. Other activity included a "free flights for life" competition and six-sheet posters on the Heathrow and Gatwick Express.
WINNER
TITLE: Callaway - guerilla activity 2002
MEDIA AGENCY: Manning Gottlieb OMD
MEDIA PLANNER: Pete Edwards
CREATIVE AGENCY: Claydon Heeley Jones Mason
CREATIVE DIRECTORS: Pete Harle, Dave Woods
ACCOUNT DIRECTORS: Natalie Carne, Bharat Parmer
ACCOUNT PLANNER: Verity Johnston
CLIENT: Callaway
BRAND: Callaway Golf Europe
MARKETING DIRECTOR: Chas Sharp
COMMENDATION
TITLE: Virgin Atlantic Airways 18th Birthday
MEDIA AGENCY: Manning Gottlieb OMD
MEDIA DIRECTOR: Melinda Athinodorou
MEDIA PLANNER: Hamish Rickman
CREATIVE AGENCY: Rainey Kelly Campbell Roalfe/Y&R
CREATIVE TEAM: Robert Campbell, Mark Roalfe
ACCOUNT DIRECTOR: Neil Yoxall
ACCOUNT PLANNER: Tom Morton
CLIENT: Virgin Atlantic Airways
BRAND/PRODUCT: 18th Birthday
