Metservice Digital, Case study WEATHER TO WAKE by Y&R Auckland

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WEATHER TO WAKE

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Industry Software & Multimedia Productions, SaaS
Media Digital, Interactive & Mobile, Case study
Market New Zealand
Agency Y&R Auckland
Associate Creative Director Tom Paine
Executive Creative Director Josh Moore
Creative Director Scott Henderson, Maria Ward
Art Director Lisa Dupre
Designer Leon Williams
Released May 2013

Awards

Cannes Lions 2013
Direct Lions Best Use of Digital Direct Marketing; Mobile Marketing Bronze

Credits & Description

Type of entry: Best Use of Digital Direct Marketing
Category: Mobile Marketing
Advertiser: METSERVICE
Product/Service: METEOROLOGICAL SERVICE
Agency: Y&R NZ Auckland, NEW ZEALAND

Executive Creative Director: Josh Moore (Y&R)
Creative Director: Scott Henderson (Y&R)
Art Director: Lisa Dupre (Y&R)
Creative Planner: Jason Wells (Y&R)
Head Of Design: Musonda Katongo (Y&R)
Executive Digital Producer: Bruce Murray (Y&R)
Senior Account Manager: Steph Patton (Y&R)
Associate Creative Director: Tom Paine (Y&R)
Creative Director: Maria Ward (Y&R)
Designer: Leon Williams (Y&R)

Describe the brief from the client
Metservice – New Zealand’s weather site – tasked us with increasing their relevance to New Zealanders – and increasing their advertising revenue.

With a broad range of forecasts – including surf, snow, and marine conditions – there wasn’t much new information to offer. But we did find an insight. New Zealanders love the outdoors. And we wake at all hours to get out and do the things we love. But the outdoors doesn’t always love us back. And nothing’s worse than dragging ourselves out of bed, only to find the weather’s turned overnight.

So we created a unique new service – and revenue platform.



Creative Execution


New Zealand is a country where outdoor pursuits are mainstream. But due to our location and geography, we also have some of the world’s most changeable weather. The forecast the night before, can be completely different the following morning.

Because of this, the app delivers huge value to a range of very specific audiences – golfers, yachties, fishermen, cyclists, skiers, surfers and more – who also hold great value to advertisers.

And with most of their activities done in groups, we made sharing the app (via email, SMS or Facebook) a standard step in the alarm process.




Creative Solution to the Brief/Objective.



‘Weather to Wake’ is a mobile alarm clock that only sounds, when the weather’s worth getting up for. You select the activity – golf, skiing, cycling, surfing or more – and the, time, place, and conditions you want.

The app wakes before you, and checks conditions against your preferences. If they’re right, you’re woken. If not, you sleep in. With most outdoor activities being inherently social – we knew our audience would spread the app among their fellow players and groups. So we invested our budget in a stylish, intuitive user experience – and launched the app through Metservice’s site – and 550,000 weekly visitors.





Results



With the app launching in late April / on April 28, this innovation is too fresh to deliver measurable results.