Backstory

Weather Underground is known as the ‘geek’ of forecasting due to its sophisticated community of 180,000+ personal weather stations. The service currently attracts an older, homogeneous core audience and wants to expand to a younger, more diverse crowd.

Inspiration

We wanted to discover more about young adults’ habits and attitudes regarding weather forecasts. We started off by analysing survey data on how they check the weather and then spoke with them in depth.

Target Audience

Casual weather checkers under the age of 40. Seventy-four percent of them skim the weather daily, mainly for mundane things like travel plans and deciding what to wear. They claim reliability is most important but settle for their smartphone’s default app.

Central Theme

Casual weather checkers underestimate the importance of their weather forecast until they face unreliability.

Synopsis

Weather Underground seems typical on the surface. However, it possesses superpowers due to its ability to come to the rescue in unreliable weather scenarios.

Production

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Save Your Own Day pays homage to Weather Undergrounds ‘geekiness’, by tapping into comic subculture as inspiration for geo-targeted ads in public spaces.

Click on image to read comic

as well as targeted social media ads.

Click on image to read comic

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It also utilises experiential marketing by introducing brand ambassadors complete with superhero costumes, who spread awareness of Weather Underground at events popular with young adults (i.e. adults-only nights at science museums and larger events like Comic-Con).

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Credits

Art Director: Ambrosius Yunias

Copywriter/Strategist: Erin A. Johnson