This clever ad for a Philippines airline only shows up when it's raining because it was made using water-repellent spray. In an effort to advertise flights to their native country, Cebu Airlines launched an ad campaign created by Ogilvy Asia. If it's not raining out, the unique QR code and copy reading 'It's Sunny in the Philippines' is hidden from view.
The water-repellent spray was painted onto the busy streets of Hong Kong using a stencil. When it began to rain and the ad and QR code became visible, people in Hong Kong could scan it with their smartphones and receive information on discounted flights. As a result, Cebu Pacific flight bookings to the Philippines increased by an impressive 37%.
Weather-Dependent QR Campaigns
This Water-Repellent Spray On Ad Only Appeared in the Rain
Trend Themes
1. Weather-based QR Campaigns - As QR code technology and weather-dependent sprays continue to develop, innovative campaigns that leverage weather conditions to activate ads can be used to build brand awareness in a unique way.
2. Geo-location Targeted Advertisements - Companies can improve customer targeting by leveraging local weather patterns and using weather-dependent ads that only appear in specific regions during certain times of the year.
3. Interactive Outdoor Advertising - Using emerging technologies such as weather-dependent sprays, companies can engage with customers in a more interactive way, presenting ads or QR codes in a fresh and captivating manner.
Industry Implications
1. Advertising - The advertising industry can stay ahead of the game by exploring new ideas and techniques that utilize the latest technologies such as weather-dependent sprays to create innovative and playful campaigns.
2. Travel - The travel industry can leverage weather-based QR campaigns to not only promote special deals and discounts in specific regions, but also to raise brand awareness for lesser-known destinations in a unconventional and eye-catching way.
3. Marketing - Marketing firms can use this technology to create campaigns that truly capture the attention of a target audience by creating weather-based and season-based ads that activate based on local weather conditions.