The Weather Network

Situation:

After 10 years on air and despite running TV ads, the Weather Network remained unknown.

Insight:

The weather is outside. We switched their media plan from television to hand selected billboards across Canada, branding the sky. Television was added back into the mix in subsequent years, which focused on new reports every 10 minutes.

Nobody talks about the weather more than Canadians. So, we simply gave them more to talk about.

Effects:

The campaign surpassed all goals in viewership, viewer retention, and in generating advertising revenue. It garnered an earned media bonanza, featuring in news stories across the country. The initial billboard, ‘Told you so’ was featured in a coffee table book co-produced by Britain’s Campaign Magazine and ClearChannel – ‘The signs of our times’ billed as the best billboards in history. It was featured in numerous other books and publications, including several University text books. We are still getting requests to publish the campaign in text books from as far away as Korea.