| Title | WEATHER TO WAKE |
| Brand | HYPER |
| Product / Service | OUTDOOR SPORTS |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | Y&R NZ Auckland, NEW ZEALAND |
| Entrant Company | Y&R NZ Auckland, NEW ZEALAND |
| Advertising Agency | Y&R NZ Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Leon Williams | Y/R | Designer |
| Maria Ward | Y/R | Creative Director |
| Tom Paine | Y/R | Associate Creative Director |
| Steph Patton | Y/R | Senior Account Manager |
| Bruce Murray | Y/R | Executive Digital Producer |
| Musonda Katongo | Y/R | Head Of Design |
| Jason Wells | Y/R | Creative Planner |
| Lisa Dupre | Y/R | Art Director/Writer |
| Scott Henderson | Y/R | Creative Director/Writer |
| Josh Moore | Y/R | Executive Creative Director |
Hyperride.co.nz – New Zealand’s leading action sports site – wanted to increase their relevance to New Zealand lovers of outdoor sports. So we found an insight. New Zealanders love the outdoors. And wake at all hours, to get out and do the things we love. But as a small island on the edge of the Southern Ocean, we've also got some of the world's most changeable weather. And nothing’s worse than getting out of bed, only to find that conditions have turned bad overnight. And we saw the opportunity to offer outdoor Kiwis a unique new service.
New Zealand is a country where outdoor pursuits are mainstream. But due to our location and geography, we also have some of the world’s most changeable weather. The forecast the night before, can be completely different the following morning. Because of this, the app delivers huge value to a range of specific outdoor sporting audiences – golfers, yachties, fishermen, cyclists, skiers, surfers and more – offering a service that has never been available before. And with most of their activities done in groups, we made sharing the app (via email, SMS or Facebook) a standard step in the alarm process.
‘Weather to Wake’ is a mobile alarm clock that only sounds, when the weather’s worth getting up for. You select the activity – golf, skiing, cycling, surfing or more – and the, time, place, and conditions you want. The app wakes before you, and checks conditions against your preferences. If they’re right, you’re woken. If not, you sleep in. With outdoor activities being mostly social – we knew that happy users would spread the app among their fellow players and groups. So rather than paid promotion, we invested our budget in a stylish, intuitive and highly shareable user experience.
Hyper launched 'Weather to Wake' in late July, 2013 as a 'soft launch' on the AppStore. Our planned launch – using Hyper’s online channels and customer base, as well as PR to leading outdoor and technology blogs – is currently in the planning stage. Prior to this launch, it is simply too early to properly assess results.