Dove experiments with weather sensitive billboard in ‘April Showers’ campaign

Dove, Unilever's personal care brand, unveiled a first-of-a-kind responsive ad in Times Square in April, which saw a digital billboard react to live changes in the weather.

The campaign, created by Havas Helia, saw Dove’s real woman, Alice, address passers-by while checking for rain. When the rain started, weather-sensors 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 to create an ad that responds to its environment.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.