Brand owner: Yell
Media Agency: i-level
Other Agency: AKQA
Media Owner: Tiscali, Yahoo, Trainline, London Eating, Streetmap, Property Finder
Campbell’s Soup once came up with an inventive media idea on the back of its famous “as good as a sweater” campaign. The media strategy depended upon temperature, rather than time. Thus the agency was instructed to run the ads only when the temperature dropped below an agreed level.
The campaign shows searchers a sunny execution on a warm day using an outdoor theme such as garden parties. Search on a wet day and the execution might feature indoor activities such as bowling alleys and aquariums.
Click to see entire ad .
“Temperature-activated media” may not, therefore, be entirely new, but this idea for the search engine Yell.com fits perfectly with the concept. The aim was for the directory services company to demonstrate that it could offer ideas for days out whatever the weather.
Targeted primarily at London-based office workers, the campaign would show searchers a "sunny" execution on a warm day using an outdoor theme such as garden parties. Search on a wet day and the execution might feature indoor activities such as bowling alleys and aquariums. Executions also altered by point of access so anyone entering house buying site Property Finder on a hot summer’s day will see an execution featuring relevant local information.
The campaign used a wide range of sites and ad formats including home page takeovers on Tiscali and Yahoo to give standout and build reach. It worked by adding an extra stage to the ad-serving process. Placements would be referred to a special feed with weather information before creative was served. And the idea also beat its targets by a significant margin.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database. www.csquared.cc