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one+=' Even for an industry giant like Callaway, entrance into the highly competitive branded golf ball market required a keen strategy for positioning their new product Rule 35 golf balls. This is a category riddled with hype, but there\'s little that truly differentiates the products. Euro RSCG 4D DRTV\'s goal was to produce 30 minutes of content that spoke to Callaway\'s revolution in golf ball technology, and would drive viewers to purchase the ball at retail. ';
one+='While the message that Callaway expressed in its long-form ad was important, the style in which it was expressed was crucial. Ever intent on maintaining their brand identity, Callaway wanted a show unlike any other, for a ball and a brand unlike any other.';
two+='Only the finest in creative and production quality would do for the venerable Ely Callaway and the company bearing his name. Rather than the typical host-driven format, we used a documentary-style program to tell the story behind Callaway\'s pursuit and achievement of a "better ball." The show followed the history of the golf ball, demonstrating the limited technological advances that had occurred over the years until Callaway created Rule 35. ';
two+='The technology storyline is supported by testimonials from designers, engineers, and golfing greats such as Arnold Palmer, Annika Sorenstam, and Johnny Miller, who all attest to Callaway\'s advancement in design, manufacturing, testing, and, of course, performance. The show\'s upbeat and playful tone served to further reinforce the Callaway-coined unofficial thirty-fifth rule of golf: Enjoy the game. ';
two+='Results ';
two+='Positioning this innovative new ball as the superior choice, Euro RSCG 4D DRTV ensured that Callaway\'s Rule 35 entered the marketplace without any handicap at all, delivering record first-year golf ball sales, and ultimately becoming the number-two ball on tour.';
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