Creating a campaign to help an international sports brand launch in the UK.
XXIO (pronounced sek-see-oh) is the leading golf brand in Japan and Korea, but has struggled to gain a foothold in the the European market. They therefore approached Underscore to create a campaign that would build brand recognition and encourage British golfers to switch out the contents of their kitbags.
With XXIO's latest range of clubs crafted specifically for low and medium swing-speed players, the opportunity presented itself for the brand to target the rapidly growing ladies golf market. Underscore created a campaign tag of 'Ladies First', supporting this with messaging focusing on the precision, control and high performance offered by the clubs.