To help people weather the weather, Dove has debuted its #AprilShowers campaign, which features the first-ever weather-responsive digital billboard. Located in Times Square in New York, the billboard reacts to weather conditions to provide a real-time look at the weather outlook. The campaign is designed to raise awareness for Dove and its body wash product. TheDrum.com featured full coverage on Dove’s digital billboard campaign.
The creative #AprilShowers outdoor advertising campaign was created by Havas Helia and it’s the first time that a brand is using this type of responsive billboard. Dove is using accurate weather data and rain sensors to activate a real-time digital billboard that displays the image of Dove’s real woman, Alice, who showers with Dove’s body wash when rain showers fall from the sky.
This groundbreaking campaign draws attention to the Dove brand in a real-time, relevant way. Its combination of creative, technology, media, and hyper-accurate weather data from Forecast.io results in a rather refreshing ad campaign.
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Written by Michael Del Gigante