Winners & Shortlists

THE WARMER THE WEATHER, THE BETTER THE PRICES

TitleTHE WARMER THE WEATHER, THE BETTER THE PRICES
BrandTELIASONERA FINLAND
Product/ServiceTELECOM
Category B03. OTHER CONSUMER PRODUCTS
Entrant Company NITRO GROUP Helsinki, FINLAND
Advertising Agency NITRO GROUP Helsinki, FINLAND
Credits
Name Company Position
Pasi Hiltunen Nitro Client Service Director
Janne Pirinen Nitro Concept Designer/Copywriter
Liisa Stenberg Nitro Digital Designer
Noora Sarajuuri Nitro Project Manager
Niko Salminen Nitro Sr Web Developer
Jussi Turunen Nitro Web Developer
Samu Kemppainen Nitro Web Developer
Tomi Nikulainen Nitro Sound Designer
Marika Tulivuori Nitro Producer
Hanna Castrén/Niemi Teliasonera Sr Sales Manager
Tanja Järvinen Teliasonera Sr Marketing Manager
Jarkko Ikonen Teliasonera Sr Development Manager
Tiia Virtanen Teliasonera Sales Manager
Riikka Sillanpää Teliasonera Business Manager
Petri Lindqvist Teliasonera Business Manager
Anssi Kinnarinen Teliasonera Development Manager
Niko Mundolin Teliasonera Sales Manager
Sari Ljokkoi Dagmar Client Manager
Joni Tillström Dagmar Digital Planner
Arja Suominen Dagmar Media Planner

Creative Execution

We created the concept: ”The warmer the weather, the better the offer”. The product selection was tailored to match different weather conditions. By linking the product offers on the campaign site with the temperature outside, we were able to create a diverse product selection that was always up to date. So, it paid off for consumers to keep an eye on the offers all summer. We used a mix of several media with the emphasis on online channels, and in particular mobile marketing. Facebook and Google keyword advertising, radio had an important role in reaching the customers on the road.

The sale of mobile products increased by 61 %, and the joint sale of phones, tablets and laptops increased by 77 % compared to previous year. The sale of phone subscriptions increased by 23 % compared to last summer, and the sale of broadband subscriptions by 45 %. Subscriptions sold briskly also in August. The summer campaign increased in particular the sale of big subscription packages, which of course means new long-term customers. The sale of TV services doubled, and TV channel packages were sold ten times more, thanks to the campaign and the free trials.

Campaign overview Summer is a challenging time for business - customers disappear on vacation and leave the shops behind. Even the number of visitors to online stores drops during the summer holiday season. Sonera online store decided to seize the opportunity and boost the summer sales with a concept where the discount and product selection varied according to the weather. We created 3 different versions of the same campaign site: a cool (below 15°C), a warm (15 - 25°C), and a hot (over 25°C) site. The content of the different sites was matched to the day’s weather: e.g. if it was cool, the site offered indoor entertainment. The temperature also affected the discount percentage: with over 25°C outside, the percentage was 25. The campaign site was automatically updated according to the RSS feed from the Finnish Meteorological Institute.