IBD, a Percept Hakuhodo Company gets GOLFWORX account

3-4 months earlier you may not have heard about this new "concept' place- a sprawling 44,000 sq ft at level 4 of the most up market Ambience Mall but today don't get surprised if you get an e-mailer requesting you to block your "tee-time'. And if you don't, wait for your turn patiently over a lager, a green apple martini accompanied with a Bethpage Black Mushroom Bruschetta.

Welcome to Golfworx, India's largest and first indoor golf lounge that offers golf with the works literally! Golfworx's high definition golf simulators offer you the unique privilege of playing at some of the world's most celebrated golf courses including Torrey Pines, Spyglass Hill¦And for those who don't play yet, the place is a fantastic "beginners' paradise. The Pro-shop houses the world's best brands with a custom fitting center to service your equipment. The O Bar and Grill plays the role of the best 19th hole that you can think of with a menu & spirits choice that can get any taste buds tingling. Should you need more exclusivity there's Baronial, an exclusive "members only' club where you can savor and take in a bouquet of two distinct aromas that of malt (single malts) and hand rolled cigars. Plenty of Special Events cheer and bring more people to this unique experience called Golfworx.

"When one creates a unique, differentiated, world class concept the expectation of good, positive response is a modest expectation to say the least" says Rahul Singh, Managing Director, Golfworx. "Having created this concept what one wants is to spread what's here far and wide, so that more and more people take advantage or should I say revel in this unique golf experience. The right communication strategy supported by insightful, creative execution has a critical role to play." He added

Enter IBD, a Percept Hakuhodo Company, in April and as Rahul Gupta, Managing Director and CEO, IBD India says, "We are happy to be associated with Golfworx. IBD entered in April with the confidence of achieving the task of getting the right people to walk in. The real challenge was the role of communication and the execution of the campaign. This was to be achieved with the right TG and the right message across.

IBD and Golfworx vibed at first go though other agencies had been met and in his own words Rahul Singh mentioned "We had seen IBD's work within the close circuit and were sold on the first go itself but the likeness changed to confirmation when we met Jyotsna and team and went through the strategy they had for us."

IBD India's launch campaign in June based itself on the insight that every ardent golfer if given a choice and chance would love to play at any of the world's celebrated golf courses and Golfworx offered this unique offering. The messaging was done in a very interesting fashion and a jacket innovation was taken up for this purpose. Innovation with mobile hoardings and mall branding which included pillar branding, elevator and escalator branding were explored to run a continued success of the campaign. Commenting Jyotsna Chauhan, COO- N, IBD India said, "Raise a toast to the finest golf courses in the world. Only Golfworx offers the pleasure of playing more than 20 finest golf courses of the world and that too within the same day". The campaign brought instant results and Golfers started teeing off to this new world of delight- of virtual golf. Plus there was the works¦ an academy for beginners, a pro-shop that housed the best of brands and terrific food, spirits and cigars to cheer the golfer, his peers, friends and family.

Post the launch the perfect antidote to blistering Delhi summer came next with Golfworx offering super-cool world class golf at 22 degrees comfort. IBD India was successful in achieving the twin fold purpose of playing 18 holes followed by a refreshing break at the 19th hole at the club house in golf parlance. The success of the campaign was evaluated by the number of footfalls, queries received and full houses at the simulators."

"IBD's portfolio includes some fantastic clients for whom we have delivered some outstanding work but working with Golfworx is a different kind of experience and it gives me immense pleasure to work with Rahul and his team" Jyotsna seemed genuinely elated when she made this comment. There's plenty of reason why "Golfworx' for a lot more ahead she adds, watch it tee-off soon! She adds.