Running since 2010, Sime Darby LPGA is regarded as one of the most premier ladies golf tournaments in Asia. With lifestyle, entertainment and culinary activities that take place during the 4-day tournament, Sime Darby LPGA has successfully solidified its position as Malaysia’s most favourite golf event.
Put simply, it’s the most fun (and pinkest!) golf tournament around town!
CLIENT | Sime Darby
OUR SERVICES
- Media Engagement
- Partnership and Collaboration
- Interview Opportunity
THE BRIEF
As a tournament that champions women, it has always been held in conjunction with Breast Cancer Awareness month every October.
What more could we do to amp up awareness of Sime Darby LPGA’s partnership with Cancer Research Malaysia through Pink Saturday?
CHALLENGES
Low awareness of Pink Saturday
Little to no interest among the non-golfing community and the lifestyle media
Low talkability of lifestyle component beyond the golf tournament
OUR OBJECTIVES
Generating buzz from various audiences beyond the golfing community, tapping into fashion enthusiasts, foodies, bar hoppers and the fitness crazed.
OUR STRATEGY
Leverage on the existing “Pink Saturday”, that would only take place on the Saturday of tournament week, to bring it beyond the greens during the month of October with a rebranded campaign “Paint the Town Pink”.
DELIVERY
Media Engagement
We invited a variety of media titles across sports, golf, and lifestyle sectors to join the fun at the 4-day tournament and attend press conferences.
Partnership & Collaboration
In line with what Sime Darby LPGA and CRM’s partnership stood for, what better way to push the breast cancer awareness envelope than to partner with businesses across Klang Valley that are run by #GirlBosses? So we did just that.
By tapping into each business’ passion points, we were able to convince our partners to participate in this movement to raise awareness for breast cancer by contributing in their own way.
Each of our partners were given the liberty to come up with their own mechanics that they felt would resonate with their respective audience - social media contests, on ground promotions and so on.
Our only request was that a percentage of funds raised during this period would go towards CRM.
Interview Opportunity
We invited a good mix of sport, golf and lifestyle media titles to interview both local and international players.
Results
As a result, we definitely painted the town pink with double the PR coverage and triple the total funds raised for Cancer Research Malaysia from the previous year.
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