Swiss people feel guilty when they’re being lazy, when they watch TV. They feel like their time is not spent well. Especially during wintertime because Switzerland offers so many outdoor activities like skiing, snowboarding and hiking.

However, the weather during winter time in Switzerland is often harsh and horrible – the best reason to stay inside, be lazy and watch TV. That’s why we turned the weather into an advertising campaign for Swisscom TV and promoted its unbeatable variety of TV channels: Bad weather is TV weather.

We created a custom-made system that analyzed Swiss weather databases. So, wherever in Switzerland a bad weather front approached, a snowstorm, a rainshower or heavy fog, our software published locally individualised Banner Ads featuring the Swisscom TV promotion.

In real-time, every Swiss was informed about the upcoming weather situation with a banner ad displaying the current weather situation. So, they could order Swisscom TV right-away on their tablets, mobile phones or desktop computers and avoid the bad weather.

The system also used data from Swisscom to see if the user is already an existing customers or not, this helped us narrow down the target group to only those who would be considering changing their provider, thus being prone to our promotion.

The campaign was on-air from November 19th 2016 to January 12th 2017.

Swisscom TV 2.0 is now the most popular TV program provider in Switzerland: More than 25% of all Swiss subscribe to Swisscom TV after the campaign

In a highly saturated market, the campaign exceeded the high sales targets by more than 25%.

The campaign reached over 75% of all people in Switzerland.

Over 30,000 interactions and more than 50,000 site clicks and a perfect low CPV of only 2 centimes.

Specific targets (not entirely):

- CTR: achieved: 0.70% (target: 0.23%)

- Clicks (awareness, desktop): achieved: 60‘961 (target: ca. 23’000)

- Impressions Desktop (awareness + performance): achieved: 25.94 mio. (target: 22.39 mio.)

- Impressions Mobile (awareness + performance): achieved: 9.380 mio. (target: 8.81 mio.)

-> All KPIs are high above the target values.

While watching TV has always been considered a waste of time, after the campaign people could stay home during bad weather times, watch TV and not feel guilty.