How do you promote Dove's body-wash to a passing daily footfall in Times Square? You create a first-of-a-kind responsive ad in Times Square which saw a digital billboard react to live changes in the weather.
The campaign, created by my Candyspace team and partnering with Havas Helia, saw Dove’s real woman, Alice, address passers-by while checking for rain. When the rain started, weather-sensors (mounted on the roof of the DOOH screen placement) activated new creative on the billboard to show Alice in Dove’s ‘biggest shower ever’, promoting Dove’s body wash.
The intention of the campaign was to raise awareness of the Dove brand in a contextually relevant way, by combining media, technology and hyper-accurate weather data from Forecast.io to create an ad that responds to its environment.
