| Title | TEMPERATURE DISCOUNT |
| Brand | EJNER HESSEL |
| Product/Service | WINTER TIRES |
| Category |
C02. Use of Real-Time Data |
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Entrant
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TBWA & BBDO DENMARK Copenhagen, DENMARK
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Idea Creation
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TBWA & BBDO DENMARK Copenhagen, DENMARK
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Media Placement
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TBWA & BBDO DENMARK Copenhagen, DENMARK
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PR
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TBWA & BBDO DENMARK Copenhagen, DENMARK
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Production
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TBWA & BBDO DENMARK Copenhagen, DENMARK
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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
Temperature discount is and was 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.
Creative Execution
The Temperature Discount landingpage was implemented on Denmark's biggest car dealer website. There you could "lock" the discount and book your changing to winter tires. The temperature discount was updated every hour for the entire campaign. We linked to the website through banners, Facebook, Instagram, Linkedin, Twitter and Snapchat.
The number of unique visitors on the landing page was more than 5 times higher compared to previous years, 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 it uses several platforms, e.g. website, banners, Facebook, Instagram, Linkedin, Twitter and Snapchat in a dynamic way, through live conversions of temperature data to discount on winter tires.
Insights, Strategy and the Idea
To increase traffic safety we needed to give car owners an incentive for changing to winter tires sooner than previous years. The dynamic nature of the concept dictated the media making it relevant on all platforms, e.g. website, Facebook, Instagram, Linkedin, Snapchat, Twitter and in banners, because the temperature discount was updated every hour.