Telfast – Weather Sync *Achoo*

Challenge: 

UAE was named “country with the world’s worst air” by the World Bank’s annual 2015 report. ”. It is more heavily polluted air than many major cities of the world, because of its amount of dust and industrial activities as well as its number of cars rejecting polluting particles in the air. This is worsened by hot temperatures which forces majority of the population to stay indoors for an extended period of time.

In other parts of the world, allergies are heavily seasonal and last a  few months in the year, however in the region, due to the volatile weather- allergy seasons are longer and sporadic.

Solution:

When weather conditions change, local doctors often see a surge in the number of patients complaining of respiratory problems and allergies. The best solution is to avoid the allergens and

Our idea was to speak to our consumer when its most relevant to them, we identified the triggers in weather conditions that potentially worsens allergies. E.g. high dust, sandstorm and high wind cause lung and chest allergies, while high humidity worsens the indoor air quality and creates a perfect breeding ground for mold growth – triggering dust mites and mold allergies.

Our solution was to simply boost our campaign budgets during these weather conditions- high wind (potentially a sandstorm), low visibility (potentially high dust in the air) or high humidity in the day. We created personalized communication based on these specific conditions and promoted via Weather Sync technology on social media.

Results:

• 85X higher video view rate as compared to our other social campaigns
• Our ads were triggered over 13K times in a month due to high wind, temperature, humidity and low visibility.
• Campaign performance followed the trendline of bad weather conditions, the worse the weather the better our ad performed. Showcasing the impact of appropriate triggers and targeting.
• The average CTR on the banner campaign was 111% better than regular banner campaigns ran previously.