| Examples: EXPEDIA, EXPEDIA.COM, Germany, SERVICEPLAN |
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Expedia.com: Weather Channel
| See full size 1024x768 px | |
| Released: | May 2008 |
| Advertiser: | EXPEDIA  |
| Brand name: | EXPEDIA.COM |
| Agency: | SERVICEPLAN |
| Country: | Germany |
| Category: |
Publications & media
|
| Awards: |
Cannes Lions 2008 Promo Gold
|
| Tags: |
Case study
Cannes 2008
Award show winner
|
Credits:
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
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.