The Met Office have been running campaigns for years to improve the public’s perception of the accuracy of their weather forecasts. They stopped this activity during the Covid-19 pandemic as people weren’t going out and didn’t care as much about checking the weather. Once things started to normalise, the Met Office wanted to reach a wider audience, and change people’s perceptions of their accuracy.
Using our proven campaign model, DCX undertook a complete strategic review of:
DCX highlighted the core audience to target, then developed a full media plan using owned, earned, and paid channels. We explored new creative territories and tested these against a set of key criteria to discover which would land best and help refine the creative messaging further. A creative concept was chosen, and the activity ran from Dec 2021-May 2022.
Overall, the campaign did well on reach and frequency. It brought in new audiences who showed high levels of engagement:
Best Digital Strategy: Bronze