“BBDO New York launches The Weather Channel's new, updated mobile app in a decidedly analog way, with a new campaign set to break this week. This is the agency's first work for the company, whose app is the No. 7 most downloaded app in the world. (The Polar Vortex might have had something to do with that.) The campaign takes the form of "Coming Soon"-style movie posters -- wild postings -- in New York, Los Angeles and Chicago. Each poster has a title relating to the weather, and forecast the weather for that location, a few days out. To drive home the point that the app provides the highest degree of forecast accuracy, the posters will be produced in real time. Those going up on Thursday will speak to the forecast for the next week, and so on. Greg Hahn, chief creative officer at BBDO New York, said that the agency "liked pushing a static medium in a way that would be timely and updated as conditions change. This would help show the speed and currency of the Weather Chanel and the app." The biggest challenge for his team was timing, since the posters were written, designed and created in a matter of "hours" to make sure they were relevant.”

“This week The Weather Channel has launched a new, re-designed app for iPhone. To help build awareness for the launch, The Weather Channel partnered with BBDO New York to create a campaign incorporating less than traditional ways to announce the new app as well as to demonstrate its new design and further reinforce The Weather Channel’s position in the weather forecast space. First, BBDO created wild, real-time postings that used a static medium to reinforce the accuracy of The Weather Channel forecasts. Posters were printed to look like “Coming Soon” movie posters which forecast the specific weather in each city three days out. Posters were made and posted in a matter of hours to illustrate the accuracy of the weather forecast. The posters appeared in Chicago, LA and NY.”