Tui Promo, Case study BAD WEATHER VACATION by Jung Von Matt/Alster Hamburg

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Industry Travel Agencies, Tour Operators & Travel Services
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Michael Ploj
Art Director Andres Maldonado Jung Von Matt Ag, Tommy Norin
Copywriter Salvatore Russomano, Georg Muehl, Christina Jurgeit
Account Supervisor Alexander Kerkow
Released December 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: TUI
Product/Service: TOUR OPERATOR
Agency: JUNG von MATT
Date of First Appearance: Jan 20 2011
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Goetz Ulmer (Jung von Matt AG)
Creative Director: Michael Ploj (Jung von Matt AG)
Art Director: Andres Maldonado (Jung von Matt AG)
Art Director: Tommy Norin (Jung von Matt AG)
Copywriter: Salvatore Russomano (Jung von Matt AG)
Copywriter: Georg Muehl (Jung von Matt AG)
Copywriter: Christina Jurgeit (Jung von Matt AG)
Account Supervisor: Alexander Kerkow (Jung von Matt AG)
Account Manager: René Requardt (Jung von Matt AG)
Account Manager: Frederike Wasserkampf (Jung von Matt AG)
Audio Producer: David Kamp
Film Animation, Motion Graphics: Lucas Zanotto
Programer: Christian Roeingh (Lucas Zanotto)
Media placement: Mobile App - App Store, - 20.01.2011
Media placement: Facebook App - Facebook - 20.01.2011

Insights, Strategy & the Idea
Rain, wind and cold! That’s what a typical German winter looks like.
During this time, TUI, one of the biggest tourism firms in Germany, launches a special action to promote the brand.
The “Bad Weather Vacation”: the very first bad weather competition!
A mobile app tracks your position and your current weather conditions by connecting to a weather station. You have to check-in your weather conditions and the worse they are, the better your score.
On a Facebook app, you can have an overview of the competition and check your friend position.
After a month, the person experiencing the worst weather in Germany wins the best holiday in the Dominican Republic.

Creative Execution
There is a reason why spring is the most booked period for vacation.
Bad weather gives you the blues and snow, rain, wind and clouds follow you step by step. That’s why TUI creates a special campaign with a high viral potential.
From 20th of January until 17th of February the participants of TUI bad weather vacation“will prey on bad weather.
By connecting to 240 weather stations around Germany, a mobile app tracks the participants’ positions and retrieves their current weather conditions.
These data will be analysed and the participants will get points for it – the worse the weather, the more points are transferred to the players’ account.
At the end of the competition, the participant with the highest score in the categories temperature, wind force and rainfall gets a dream vacation.

The Facebook-App shows an overview of the competition and gives the kick-start for the social media engagement of the TUI brand.

Results and Effectiveness
In only one month, we reached a total of nearly 7000-check -ins.
The Bad Weather Vacation app became one of the top-application in the German App store.
The Bad Weather Vacation Facebook app had more than 15,000 active users. They used the app to check the general scoreboard and share their rankings.
More than 3,000 blogs wrote about the competition.
The TUI Facebook page increased its followers of 25%.