Bushnell Tour V2 Laser Rangefinder

Direct Response AWARDS

2010 ERA Award “Best Long Form of the Year, DR Corporate Branding Client: Bushnell “Tour V2 Laser Rangefinder”
R2C Group developed a campaign to launch the Tour V2 Laser Rangefinder using long form DRTV strategies. Priced at $299.00, the product needed to compete in the medium- to high-end golfing category, where the increasingly popular GPS-powered units are currently sweeping into the golf market. Previous traditional, brand-building 30-second commercials had not met expectations in terms of product sales. The goal: sell this new product and measure success.

Airing on the Golf Channel and ESPN beginning Masters weekend and continuing through spring, R2C Group produced a 30-minute program that features PGA Tour professionals and elite golf instructor Stan Utley, who demonstrates the application of quality rangefinders for tournament play and avid players.

The campaign was an enormous success – driving sales beyond client expectations.