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.
Discover the power of digital outdoor advertising. Contact MDG Advertising.
MDG Advertising, a full-service advertising agency with offices in Boca Raton and New York, NY, is one of Florida’s top branding firms. MDG’s capabilities include print advertising, direct mail marketing, branding, logo design, creative, media buying and planning, radio and TV advertising, outdoor, newspaper, digital marketing, website design and development, online video advertising, infographic development, email marketing, video marketing, mobile marketing, content marketing, social media marketing, paid search marketing, and SEO. To learn about the latest trends in advertising and branding, contact MDG Advertising.