Here’s a great campaign demonstrating the use of new technologies to hit your target audience at the right time. D-Reizen, a travel agency, asks its audience “Are you also longing for the sun?” once the rain comes out and makes the message visible for all to see. Pretty crafty.
CONS: So yes, they are targeting the audience at the right time because it’s that exact moment when people are in fact longing for better weather, HOWEVER, how often do you stop and look at something when it’s raining out? That could just be the girly side of me that likes to avoid frizzy hair at all costs. This campaign would be extremely effective once the rain stops and the sidewalks are still damp. Now that would be awesome.
This technology can be used in so many different ways. For example, showers (locker rooms, hotels, etc.), public pools, water parks, and the list goes on. Of course, it’s most effective if the consumer sees the ground change from dry to wet, so this needs to be kept in mind- otherwise it just seems like any other message on the floor.
You also don’t have to stick to floors… use the technology creatively. Axe, for example, has recently given out beer mugs with the same underlying concept. The message was a little different though; the cup had an image of a women (obviously) and once the drink was done, her clothes disappeared. This demonstrates that such technology can be used for any type of brand and portray any type of message, if you just think out side the box!
(Via: Ads of the World)