Global warming is more on our radars than ever, and with this billboard in Germany, it seems everybody is praying for rain. While the ad is a bit old (it dates back to 2005), it's worth refeaturing.
When the interactive Playboy billboard in Germany comes in contact with water, due to bad weather, the woman's white-shirt becomes see through. This is definitely a risque marketing strategy, it certainly speaks to the target demographic that Playboy is intuitively after.
Implications - It would be interesting to see if a billboard this risque generates any kind of significant controversy in the local community. Needless to say, however, fans of Playboy will certainly find little to complain about.
Stats for Rain-Reactive Billboards
Trending: Older & Buzzing
Research: 13,066 clicks in 437 w
Interest: 3.3 minutes
Concept: Rain-Reactive Billboards
Related: 34 examples / 26 photos
Segment: Females, 35-55
Comparison Set: 12 similar articles, including: tech-enhanced tennis tables, email-based gifting apps, and musical mashup platforms.
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