iris launches TaylorMade Golf Skool

iris India recently launched an ‘experiential’ marketing campaign for its client adidas-TaylorMade to promote its flagship store at the Select City Walk Mall in Delhi.
“Targeting the high-end mall visitors, who though want to be a part of the game and have the funds to do so but lack the confidence to join a club, we converted the terrace opposite the store into the ‘TaylorMade Golf Skool’,” said Alok Lall, MD, iris. “We also aim to tap the casual/regular golfers whose lack of competitive streak prevents them from taking lessons at their club.”
The ‘Skool’ offers Beginners, Intermediate and Advanced level classes with a staggered fee system. Besides a mini putting range, the atrium also has a pro-shop to display TaylorMade merchandise. “A space that was previously not being used effectively has now become a revenue earner for the brand as well as an incredible touch-point for the consumers to experience the TaylorMade brand,” added Lall. “Over 100 consumers registered interest to join the Golf Skool in the first four days of activity. This demonstrates the power of Golf Skool as a property that could be taken outside of the mall environment to help develop and grow the golf category for TaylorMade.”