TEMPERATURE DISCOUNT

TitleTEMPERATURE DISCOUNT
BrandEJNER HESSEL
Category A07. Use of Real-time Data
Product/ServiceWINTER TIRES
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
Name Company Position
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.