The Weather Channel
Product Launch (Chapter)
The Weather Channel is synonymous with weather forecasting for good reason (it's literally in their name). Which raised an interesting problem when we had to announce Dalton, the biggest upgrade to their forecasting model in the organization's history: How do you get people excited about an upgrade to something they assume already works perfectly?
We decided not to preach too heavily on the increase in accuracy or precision, but instead make the upgraded forecast feel more intimately aligned to your specific schedule and lifestyle.
To better exactly what Dalton is we also created a launch site to run in parallel with the video campaign.