Arccos Golf

Connecting golf to the future.

Client Arccos Golf

Vertical Sports, Connected Tech, Electronics

The Challenge

Fresh off a round of venture capital funding, the founders of tech start-up Golfkick came to us with a small team of innovators, engineers, rocket scientists (no, seriously), a prototype, and the ambition to change the game of golf through connected technology. Their ambition was to address the biggest challenge golfers face: self-improvement. Many players wind up spending hundreds, if not thousands to improve their game with mixed results. That insight laid the foundation for our challenge: set the stage for revolutionary connected golf club sensors, paired to a mobile app, designed to disrupt a centuries-old game. All we needed was a name, a brand, a responsive website, a launch video and a go-to-market strategy that would introduce a never-before-seen-technology to break through the noise in a saturated industry.

Our Approach

Working with our insights and sports’ long-standing love affair with statistics, we dug deep into the golf industry psyche. We profiled the golfer, the consumer, the retailer and the competition. We then teed up our insights for our team to make the connection.

Branding Strategy

We started by developing a comprehensive made-to-measure brand platform from which all creative could be extended. We crafted the brand’s name (“Arccos” being the radian measure of the arc on a circle), mission, and messaging strategy, which led to development of the brand’s identity and visual aesthetic. The result is a premium brand that creates a strong emotional tie to golfers’ aspirations to improve their game by providing them the insightful data needed to do so.

Launch Explainer Video

No new product launch is complete without a killer demonstration video. When launching a brand that’s focused on conversion, consumers need to experience what they’re buying before making the leap to purchase. Shot at the beautiful Jack Nicklaus-designed Grand Cypress resort in Orlando, Florida, the video stimulated audiences and educated buyers that Arccos is a truly valuable addition to their golf game and not just another training aid or gimmick.

Photography

Golf is a social sport by nature, but in many ways it’s the inner game that a player is trying to master. We imagined a “black world” concept for lifestyle imagery, suggesting the inner game and creating a sleek, modern aesthetic, which differentiates the brand from its competitors. Paired with beautiful product shots, the imagery showcases Arccos as a lifestyle-focused product with impressive technology, industrial design and high quality construction.

Digital Experience

A rich digital experience was instrumental in driving awareness and telling a strong story with the product, that works across all devices. We needed the audience to feel inspired by this new technology and be fully immersed in the experience. The responsive website destination featured informative copy, illustrative animation, as well as lifestyle and product imagery that drove excitement as well as informed, building demand during and after preorder.

Packaging

Successfully achieving shelf space for Arccos in stores like Apple, Dick’s Sporting Goods, Golf Galaxy, and Pro Shops around the nation was a challenge we were excited to take on. Designing was no easy task. We had to comply with Apple’s strict guidelines, while carefully considering that the package would be kept behind a glass case in other retailers. Every detail was meticulously scrutinized, from the photography and print techniques used, to the placement of each sensor and the layout of the Quick Start Guide. The result is a truly unique design: an all-black beveled box and 3-tiered inner tray that lends the product the premium feel we strived for, creating a satisfying unboxing experience for the consumer.

Social Media

As part of a comprehensive Digital Content Strategy, we developed an editorial calendar and created content throughout major social channels, connecting directly to the golfer’s lifestyle, personalizing the brand, and building engagement.

The Results

Excitement is in the air. Retailers and direct consumers leading up to the ship date purchased thousands of pre-orders. The company has been recognized as a potential savior to the golf industry. With PR efforts resulting in features in Wall Street Journal, Bloomberg, Golf Digest, Mashable and more, the future of golf has arrived.

SOLD OUT

of preorder sales

800+ Doors

in major retailers

It is my view that in order to create something truly revolutionary, one needs to be completely emotionally vested in the creation. And that is exactly what I got from Digital Surgeons. I truly felt I wasn't in it alone - DS was in it with me all the way. I couldn't ask for anything more.

Sal Syed

CEO of Arccos Golf

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