Philips ran a mobile campaign within The Weather Channel?s mobile properties to let consumers learn more about its Wake-up Light for daylight savings.

The banner-ad campaign ran for a five-day countdown to daylight savings time. The Weather Channel claims that this was its first-ever countdown on mobile.

?The Weather Channel mobile platform is able to bring advertisers amazing scale and reach not offered by many digital publishers,? said Sheila Buckley, senior vice president of digital advertising sales at The Weather Channel, New York. ?Beyond just reaching these consumers, it has been shown that advertising on TWC is more memorable since our users come to us to recall information and their local forecast.

?The Philips five-day countdown took advantage of mid week traffic spikes we see as consumers plan for the weekend and helped consumers align Philips with daylight savings,? she said. ?Consumers were able to learn how to get back time and learn about the Philips Wake-up Light that helps wake you up naturally.

?With this campaign, the ad expands and the execution drives users to a mobile point of purchase.?

The Weather Channel's Category 5 platform is a digital marketplace that connects advertisers to more than 50 million consumers across The Weather Channel?s Web and mobile properties.

Mobile campaign
The Philips campaign is running via The Weather Channel iPhone application, desktop application and http://www.weather.com on PC.

The campaign will run through the end of the year.

?Philips was looking to reach its target consumer while she was on the go consuming media,? said Shannon Jenest, senior manager of public relations at Philips Consumer Lifestyle, Stamford, CT. ?Timing for the campaign was strategically aligned with Daylight Savings when consumers are more mindful of how light/darkness affects their sleep patterns and energy levels.

?Communication through other media channels such as radio/online also sought to capitalize on specific day parts, such as early morning and commute time when sleep is more top of mind,? she said.

Light it up
In addition, when users click on the banner, the ad expands and the lets users buy the Philips Wake-up Light via Amazon.

?Initial discussions with TWC focused around weather.com as a primary vehicle, however, they suggested we consider a mobile campaign to leverage the rapidly growing TWC mobile consumers,? Ms. Jenest said. ?The application also allowed us to geo-target consumers and consistently ranks as one of the top apps for iPhone. 

?We selected Amazon as a retail partner to offer consumers a seamless, simple way to find out more information and purchase the Wake-up Light via Amazon?s mobile-friendly interface.?

Final Take
Rimma Kats is editorial assistant on Mobile Marketer, New York.
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