Type Of Entry: Use of Media
Category: Best Use of TV In A Promotional Campaign
Title: WEATHER CHANNEL
Advertiser/Client: EXPEDIA.COM
Product/Service: WEATHER CHANNEL
Advertising Agency, City: SERVICEPLAN, Munich
Country: GERMANY
Sales Promotion/Advertising Agency, City: SERVICEPLAN, Munich
Country: GERMANY

Credit Details:

Name	Position	Company
Bernd Huesmann/Sabine Hell	Creative Director	Serviceplan
Matthias Harbeck	Executive Creative Director	Serviceplan
Bernd Huesmann/Michael Schulz/Hannah Nickl	Copywriter	Serviceplan
Christian Sommer	Art Director	Serviceplan
Ivo Hlavac	Graphic Design	Serviceplan
Julia Meinetsberger/Patrick Stehle/Sandra Robert	Account Supervisor	Serviceplan

Objective:

The online travel vendor, Expedia.de, wanted to take a new communicative route, ... ideally without investing money. We suggested a guerrillia campaign, live during the morning weather "in" the weather panorama channel on BR, 3 Sat, SF and ORF.

Development:

For this, self-made textile banners with Expedia offers and messages were held up during the live broadcast, precisely those locations where fixed cameras are installed. The result: free tv advertising.

Relevance:

The weather panorama channel was the perfect environment for a travel vendor since the audience are already interested in travel.

Outcome/Results:

2 million connections for free, 28,7% more clicks, 9,34% more bookings - Without spending any money for advertising.

The Ambient Advert titled Weather Channel was done by Serviceplan advertising agency for product: Expedia.com (brand: Expedia) in Germany. It was released in the May 2008.

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Expedia.com: "Weather Channel" Ambient Advert by Serviceplan

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