Concept Farm’s task was to reinvent an iconic American participatory sport, attracting a new generation to the lanes on Saturday night.

Approach

With the challenge made greater by targeting a new younger audience, we rolled big and created a campaign starring 10 super-sized pins and one giant bowling ball. Never once showing bowling within the alley, we took our ‘Spokespins’ outside and crashed Saturday night action – right into the one dimensional bar and impersonal club scene. And, like any great Saturday night, all the action was captured by video, influencer and social media content.

Results

• Post campaign research revealing content seen as ‘Engaging Motivating and Memorable’
• Research showed millennials 65% more likely to bowl after viewing the campaign
• Achieved double Saturday night revenue targets
• Increasing total revenue by 13%