Script to Screen - Case Study

John Daly's PowerGroove

Client: Golf Solutions, Inc.
Product: John Daly's PowerGroove Swing Trainer
Price Point: $199.95
Objectives: To introduce John Daly's PowerGroove Swing Trainer on television; to work as an independent profit center; to gain retail distribution; to drive pull-through demand at retail.

There are few golfers with an instantly recognizable power swing like John Daly's, and when he puts his name on a swing trainer, you know it has to be great. Such is the case with John Daly's PowerGroove from Golf Solutions. With an innovative product, and a living, swinging legend as an endorsement, Golf Solutions came to Script to Screen to produce a stylish infomercial capturing the essence of the PowerGroove, and driving viewers to their phones.

Golf Solutions stepped up to the tee and chose to use direct response television as a means of: generating product interest for an unknown product; creating brand awareness; developing a customer database; and to roll-out the PowerGroove into retail sales.

Hosted by PGA professional and golf commentator, Roger Maltbie, the infomercial features first time PowerGroove users testifying to the effectiveness of the product in developing their power swings. The PowerGroove infomercial is highlighted by a "golf shot" for the record books: a 320-yard long distance drive over a tributary of the Grand Canyon. Whipped by howling winds, John Daly's blast over the Grand Canyon (after warming up with the PowerGroove) is covered in stunning detail from every angle, including from a helicopter. It is truly an event of epic proportions.

The PowerGroove infomercial tested successfully in October 1996 and continues to air nationally. In addition to commercial success the show has experienced, the infomercial earned the prestigious New York Film Festivals Award in the Infomercial Category.