Type Of Entry: Use of Media
Category: Best Use of TV In A Promotional Campaign
Product/Service: WEATHER CHANNEL
Advertising Agency, City: SERVICEPLAN, Munich
Sales Promotion/Advertising Agency, City: SERVICEPLAN, Munich
Bernd Huesmann/Sabine Hell
Executive Creative Director
Bernd Huesmann/Michael Schulz/Hannah Nickl
Julia Meinetsberger/Patrick Stehle/Sandra Robert
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.
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.
The weather panorama channel was the perfect environment for a travel vendor since the audience are already interested in travel.
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.