THE WARMER THE WEATHER, THE BETTER THE PRICES
Title | THE WARMER THE WEATHER, THE BETTER THE PRICES |
Brand | TELIASONERA FINLAND |
Product/Service | TELECOM |
Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
Entrant Company
|
NITRO GROUP Helsinki, FINLAND
|
Advertising Agency
|
NITRO GROUP Helsinki, FINLAND
|
Media Agency
|
DAGMAR Helsinki, FINLAND
|
Credits
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 |
The Brief
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.
Describe how the promotion developed from concept to implementation
The aim was to create an automated and alluring campaign in order to keep the number of online visitors within normal limits even during holiday season.
Solution:
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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, because Finnish summer weather can have great temperature variations even within 24 hours.