Like the best-performing organizations in sport, Aon builds on a legacy of success through hard work, preparation and world-leading talent. In an increasingly volatile and interdependent world, we provide our clients with advice and solutions that give them the clarity and confidence to make better decisions to protect and grow their business. Our golf partnerships provide a unique global platform to authentically story tell at scale and connect with our target audience around one of their passion points.
The Aon Risk Reward Challenge is a unique, season-long competition across the PGA TOUR and LPGA Tour that highlights golf’s best strategic decision makers. Through this challenge we draw parallels between decisions made on the course and in business. Throughout the season, players from both Tours compete on golf’s toughest holes, and the competition’s top performers each take home the Aon Trophy and an EQUAL $1M prize, making this challenge one of the most equitable in all professional sports.
Throughout the season, we tell the stories of the Aon Risk Reward Challenge holes and highlight the challenges and decisions players face. These custom vignettes showcase a combination of custom drone footage, proprietary data and Tour highlight footage, giving fans access to information as they have never seen it before.
We leverage owned, partner and paid media platforms to amplify content amongst a targeted audience. The content is designed to increase awareness of the challenge and drive better understanding of Aon specific to our proposition: Aon is in the business of better decisions.
With the Aon Risk Reward Challenge being a first-of-its-kind program, there was never a playbook to draw from. Every asset was created from scratch. The process to bring one video to life is intensive and it starts with the data. We analyze each hole, ingest historical performance data and craft what we believe to be the most engaging story line. From there, the course and hole are captured using a combination of piloted drone video and photography. Simultaneously, custom effects are created to bring the data to life. The final product for each video is a collaboration between several production partners and the culmination of hundreds of hours of work. The incredible output is the story of each Aon Risk Reward Challenge hole.
Never in the history of sport have we had more access to the data and insights that inform players’ decision-making process. As fans, the interest now is as much about ‘how’ the outcome happened as it is about ‘what’ actually happened. With this in mind, our custom vignettes provide answers to the question — how do players use information and advice, to make better decisions in the moments that matter most?
Week in and week out, the video content is syndicated across a wide range of social media partners including GOLF Channel, Golfweek/USA Today, Discovery and Fortune, PGA TOUR and the LPGA Tour.
When the Aon Risk Reward Challenge was created, the goal was to create a platform where achievements could be equally recognized and celebrated across the men’s and women’s games. As a first-of-its-kind program, it was important to us to represent the Tours equally, from prize money to vignette production quality. Through the development of these social vignettes, we aimed to bring an additive element to golf fans across social media and provide a deeper understanding of the brand’s capabilities to audiences on a mass scale through the lens of golf. In doing so, we hoped to grow the brand’s overall social engagement. The tangible impact and results have far exceeded expectations. Please find 2022 highlights below:
Two Aon Risk Reward Challenge vignettes generated at least 2.9M media impressions across 3 media partner social platforms
Across LPGA social channels including Instagram, Twitter and Facebook, vignettes generated at least 1.1M video views throughout the season
Aon’s tweet with the Aon Risk Reward Challenge vignette earned 22k impressions