# Weather-Dependent QR Campaigns This Water-Repellent Spray On Ad Only Appeared in the Rain By Alyson Wyers | Published 2014-10-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/waterrepellent-spray References: [springwise](http://www.springwise.com/holiday-ads-rain/) & [cebupacificair](https://www.cebupacificair.com) 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](https://www.trendhunter.com/trends/philadelphia-mexican-style-campaign). If it's not raining out, the [unique QR code](https://www.trendhunter.com/trends/outdoor-advertising-campaign) 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%. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 51% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **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. - **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. - **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. ### Where This Applies - **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. - **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. - **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. ## Related on Trend Hunter - [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Water-Activated Book Designs](https://www.trendhunter.com/trends/dehydrating-book.md) - [Cooling Rooftop Ads](https://www.trendhunter.com/trends/coors-light-chillboards.md) - [Summer Soda Brand Campaigns](https://www.trendhunter.com/trends/turn-up-refreshment.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md)