Center Parcs runs reactive print billboards that entice holidays only when it rains

Center Parcs' rain reactive billboard

Center Parcs Amsterdam has wrapped up the execution of an innovative, reactive out of home buy that reminds the public of sunnier climes only when it rains.

Instead of leaning on data and digital out of home tech, the brand and agency Ogilvy Amsterdam delivered a reactive ad using a special chemical sheet that reveals that creative only when it is raining.

The ad ran in Rotterdam's Alexandrium square throughout October with the intent of building awareness around last-minute holidays in the Netherlands at Center Parcs.

Helen Fernando and Ervin Ramrattan, creatives at Ogilvy Amsterdam, issued a statement: “The Netherlands can be extremely grey and depressing during fall. People have an extra desire for tropical holiday destinations during those rainy months.

"We wanted to tap into that and remind them that a tropical destination is just around the corner. That’s how we came up with the Rain Billboard; Showing an offer when the Dutch need it most.”

In English, the copy reads 'Tired of the Rain? Book a last minute trip!'

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.