SYNOPSIS
The Weather Channel app downloads were severely declining and so the client needed to shift their strategic direction. The ask was to create a visually impactful demonstration campaign to re-invigorate their core audience, weather nerds. The campaign strategy,,"Seek Your Weather" was designed to inspire folks who embrace extreme weather for their own personal pleasure. From sponge wearing thunderstorm seekers to men grilling meat on overheated car hoods, the campaign received 25 million impressions on social and broadcast with an unprecedented conversion rate of new subscribers.
CREDITS
DIRECTOR: MIKE GOLDBERG
CREATIVE DIRECTOR: MIKE GOLDBERG
WRITER: MIKE GOLDBERG
DP: JOSH HALVERSON, RYAN BINGHAM
AGENCY: CROSSCUT
As a multi dimensional campaign, assets included banner ads with links to the video campaign. Media on Instagram, Snapchat and Facebook and strategically placed OOH billboards where extreme weather played a role.
