FedEx: Your Ultimate Caddie

Category: Office & Delivery Products & Services
Brand/Client: FedEx Corp.
Lead Agency: BBDO New York
Contributing Agencies: OMD, Resolution Media

Strategic challenge

Challenge: Get PGA Tour golf fans to see that FedEx can enable a better golfing experience

"Anything that won't sell, I don't want to invent. Its sale is proof of utility, and utility is success."

– Thomas A. Edison

When you think of golf, what comes to mind? If you are a PGA Tour golf enthusiast, chances are you would think of players, equipment or apparel as it is something that you would connect to your golf experience. The problem for us is that shipping is not top of mind when watching or playing golf. Nobody thinks of golf and FedEx in the same sentence. We wanted the FedEx brand to be as relevant to golfers as Titleist, Nike and Callaway are.