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Rain Sensitive Billboards

Max Factor Mascara Runs Down Models Face in Bad Weather

— November 17, 2006 — Marketing
Leo Burnett has created a rain-sensitive billboard for Max Factor cosmetics. The rain sensitive billboard features beautiful woman with perfect eyelashes. However, in rainy weather, one of those eyelashes runs mascara everywhere. Given that the effect takes place only when it rains, these billboards actually push their way into the arena of experiential advertising. As women find their own mascara running, they'll easily be able to connect with the clever campaign.

Implications - With contemporary consumers being bombarded with technology, many individuals are looking for more personalized campaigns. Bringing the human, animated side back into advertising or even product design is a great way to appeal to the everyday consumer looking for more of a connection with commodities.
Trend Themes
1. Experiential Advertising - Rain-sensitive billboards offer a unique experiential advertising opportunity by engaging consumers in a personalized and interactive way during rainy weather.
2. Animated Advertising - Rain-sensitive billboards demonstrate the potential for animated advertising to captivate and connect with consumers by adding a dynamic and relatable element to campaigns.
3. Personalized Campaigns - The use of rain-sensitive billboards highlights the growing demand for personalized campaigns that create a sense of connection and relevance between consumers and brands.
Industry Implications
1. Cosmetics - The cosmetics industry can leverage rain-sensitive billboards to create innovative, experiential marketing campaigns that resonate with consumers and elevate brand awareness.
2. Advertising - The advertising industry can explore the potential of rain-sensitive billboards as a disruptive innovation that adds an interactive and engaging element to traditional outdoor advertisements.
3. Product Design - Rain-sensitive billboards present an opportunity for product designers to incorporate animated and interactive elements into their designs, enhancing the overall user experience and creating a deeper connection with consumers.
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