Club Car
Full marketing and dealer support for a global golf and utility vehicle leader.
Two buyers, one brand.
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- 01 / The insight Golf and utility, one program. Golf courses on one side, commercial operators on the other. Both served under one set of global brand standards.
- 02 / Advertising Top of mind in both markets. Campaigns that kept Club Car top of mind with golf buyers and with commercial utility buyers.
- 03 / Dealers Co-op support, global standards. Co-op marketing and the tools to compete locally, held to Club Car’s global standards.
- 04 / Shows The range in front of buyers. We planned and delivered Club Car’s trade show presence for both segments.
- 05 / Activations Put people in the vehicles. Activations where the product makes its own case.
The brief
Club Car is a global leader in golf carts and utility vehicles. In South Africa, Culture Cartel ran all of it: marketing, advertising, dealer development, trade shows and activations. The brand needed consistent, high-quality execution across a wide dealer network.
The insight
Club Car sells to two very different buyers. Golf courses and clubs on one side. Commercial operators who need a working utility vehicle on the other. Both had to be served under one set of global brand standards, by dealers spread across a large territory. The answer was one integrated program with room for each segment, and dealers equipped to sell both.
The work
Advertising
Campaigns that kept Club Car top of mind in both the golf and the commercial utility markets.
Dealer development and co-op support
We supported the dealer network with co-op marketing and the tools to compete in their local markets, held to Club Car’s global standards.
Social media
We ran Club Car’s social channels: a steady feed of lifestyle, golf and utility content, with local South African moments in the mix.
Trade shows
We planned and delivered Club Car’s trade show presence, putting the range in front of buyers from both segments.
Brand activations
Activations that put people in the vehicles, where the product makes its own case.
The result
One integrated marketing program for a global brand, run locally. Club Car stayed top of mind across both market segments, and its dealers had what they needed to compete.
Ride along
Take a slow lap.
Low off the front, past the wheels and the seats, around the back seats of a Club Car Onward. Scroll to ride.
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01 / The machine
A global leader in golf and utility.
Club Car is a global leader in golf carts and utility vehicles. In South Africa, we ran all of it.
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02 / Front end
Two very different buyers.
Golf courses and clubs on one side. Commercial operators who need a working utility vehicle on the other.
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03 / Wheels and seats
The product makes its own case.
Activations that put people in the vehicles.
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04 / The back seats
Room for each segment.
One integrated program with room for each segment, and dealers equipped to sell both.
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05 / The result
Top of mind in both segments.
One integrated marketing program for a global brand, run locally.
Club Car and Onward belong to their owner and appear here only to identify the brand the work was for (see our legal disclaimer). The vehicle is a 3D model, shown for illustration. The film loops in the highlights below are Club Car’s own product footage, shown for illustration from work on the brand.
Social media
A feed that sells the ride.
Lifestyle first
Golfers, families, resorts and estates, so the vehicle is always part of a day out.
Both buyers
Golf fleets and personal carts next to utility vehicles at work.
Close on the detail
Grilles, wheels, seats and lights, shot to show the build quality.
Local moments
South African settings and events, like NAMPO Harvest Day in Bothaville.
Project highlights
Results described qualitatively.
