Title | TEMPERATURE DISCOUNT |
Brand | EJNER HESSEL |
Product/Service | WINTER TIRES |
Category |
A07. Use of Real-time Data |
Entrant
|
TBWA & BBDO DENMARK Copenhagen, DENMARK
|
Idea Creation
|
TBWA & BBDO DENMARK Copenhagen, DENMARK
|
Media Placement
|
TBWA & BBDO DENMARK Copenhagen, DENMARK
|
PR
|
TBWA & BBDO DENMARK Copenhagen, DENMARK
|
Production
|
TBWA & BBDO DENMARK Copenhagen, DENMARK
|
Credits
Tobias Lykke Aggergaard |
TBWA & BBDO Denmark |
Executive Creative Director |
Mikkel Møller |
TBWA & BBDO Denmark |
Art Director |
Jesper Wendelbo |
TBWA & BBDO Denmark |
Art Director |
Neal Drasbeck |
TBWA & BBDO Denmark |
Graphic Designer |
Anders Lillemose |
TBWA & BBDO Denmark |
Account Manager |
Jens Finnur |
TBWA & BBDO Denmark |
Agency Producer |
Erich Karsholt |
TBWA & BBDO Denmark |
Managing Director |
The Campaign
Our solution was: Temperature discount. A dynamic concept, where we pulled data from the weather service yr.no, and fed it live to our executions on all relevant platforms, thereby letting the discount on winter tires follow the temperature hour by hour: The higher the temperature, the higher the discount. Thereby giving car owners an incentive for changing to winter tires sooner than previous years.
The number of unique visitors on the landing page was more than 5 times higher compared to previous years and sales went up with 110 % without harming the post-campaign sales. That means that more people changed to winter tires than previous years thereby increasing traffic safety.
Because we used data in a creative way: A live conversion of temperature data from yr.no to discount on winter tires displayed in our executions.
We sourced temperature data from yr.no and converted it into discounts on winter tires displayed it live in our executions.