MM Awards

Quaker Serves Hot Porridge this Winter with Weather Channel Ads

Kirsty Styles

Quaker has become the latest brand to run a hyper-local, weather-triggered campaign with the Weather Channel based on the conditions outside. The WeatherFX service overlays sales information with the postcode, city, or pulls in the real-time temperature from the individual user’s device to determine what creative to show.

Below 5 degrees the advert, running across its mobile and desktop sites, reads 'It’s cold outside...Feel warm inside'. Above this temperature the advert changes to say 'When it’s cold outside...Feel warm inside'. The campaign was planned by OMD UK.

The Weather Channel has appointed Lindsay Wiles as its strategic sales director to lead the development of WeatherFX, which is a new role within the company. Wiles will head up the team tailoring specific weather data products to premium brands and media agencies. Prior to this, she was head of international mobile at premium mobile ad agency 4th Screen Advertising.

Ross Webster, MD EMEA at The Weather Channel, said: "Weather impacts everyone’s life, every day, and TheWeather Channel facilitates people’s lives,  guiding them in deciding what to do, where to go and what to buy, making our brand and data inherently social, local and mobile. We are confident Lindsay’s deep experience from mobile and web publishing will be a great asset for us."

The Weather Channel reaches more than 175m unique users worldwide with 7.5m in the UK through web, mobile and tablet.