BBDO New York launches The Weather Channel's new, updated mobile app in a decidedly analog way, with a new campaign set to break this week. This is the agency's first work for the company, whose app is the No. 7 most downloaded app in the world. (The Polar Vortex might have had something to do with that.)
The campaign takes the form of "Coming Soon"-style movie posters -- wild postings -- in New York, Los Angeles and Chicago. Each poster has a title relating to the weather, and forecast the weather for that location, a few days out. To drive home the point that the app provides the highest degree of forecast accuracy, the posters will be produced in real time. Those going up on Thursday will speak to the forecast for the next week, and so on.
The campaign will follow through with video experiences, including "green screen" pranks in The Weather Channel studio, and stunts that will let people on the street play meteorologist. See a video from the green screen stunt here, where actors surprised on-air weathercasters by playing tricks on them, to show how the new app lets you "mess with" the weather.
Greg Hahn, chief creative officer at BBDO New York, said that the agency "liked pushing a static medium in a way that would be timely and updated as conditions change. This would help show the speed and currency of the Weather Chanel and the app." The biggest challenge for his team was timing, since the posters were written, designed and created in a matter of "hours" to make sure they were relevant.