The Concept Farm aims to lend bowling some of the retro-allure that resurrected disco and the lava lamp in a campaign for the Bowling Proprietors Association of America that declares, “Bowling is back.”
ESPN’s ESPN ABC Sports Customer Marketing Sales division announced Monday that it has named The Concept Farm as ad agency of record for its integrated consumer-promotion programs.
With ads now covering almost every surface imaginable, one New York agency has claimed what we can only hope is the last untapped expanse: the heads of bald men. BaldBoards (see baldboard.com) is a new division of The Concept Farm that transforms hairless men into marketing ploys, using stencils and paint.
Book4Golf’s slogan is “Every great story starts with a tee time,” and in this print and television campaign, they capitalize on real golfers’ true stories. “We just talked to people at one golf course in L.A. as they were walking off the green, and got them to tell their stories on camera,” explains Wasiak. “We thought it would undermine the campaign if we invented the stories.”
The company will spend roughly $2 million on the initial campaign, which runs through Nov. 15. Starting in January, Register.com will expand the campaign nationally. Spending could reach $30 million next year, said VP-Marketing Sascha Mornell. Through its ads, Register.com is “trying to relay the passion behind building a company online,” said Gregg Wasiak, farmer-director at The Concept Farm.