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
Entrant Company, 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.
Comments: