The Problem

P2 Putter Grips are an Irish based startup from Co. Wicklow, Ireland who are approaching the golf equipment market with a clear vision – to bring a smile to the faces of golfers across the world. Well on their way to achieving this, they are currently manufacturing and distributing the P2 Putter Grip across the globe.
P2 Grips had previously experienced some rapid growth early on within Ireland, with golfers such as Padraig Harrington switching over to use the grip on the PGA tour and many media outlets such as the Irish Independent and Golf Digest Ireland, jumped on it, featuring their patented putter grip as one to watch for the coming future. However, as they entered Q3 of 2015 they were experiencing a period of stagnation in the Irish market. Anyone interested had already purchased and they needed to do something to up their brand attention and to try an acquire a new, younger and more youth orientated audience.

The Solution

Our starting point was clear. To deliver a game-changing insight and a creative TV infomercial style ad that would connect the brand to both the Irish & US market. To do so, a combination of science and art is featured in this ad showcasing both the internal technology and real-life external frustrations felt by golfers struggling to ‘hole’ putts.

 

Our insight was, that what separates P2 Grips other competitors within the industry is the science behind the design. Unlike other grips that are designed purely on size, P2 Grips identified that aligning the shaft off-center allowed for less movement of the wrist and results in more putts being hit directly from the sweet spot. This insight is articulated in the TV infomercial campaign.

 

This acted as the creative springboard for all future activations including digital content, live experiential and out-of-home where we work together with P2 Grips to capture, develop and promote the science behind the best putter grip.