A digital billboard in Times Square was transformed into Dove’s biggest shower ever by linking it with a weather API and a rain sensor to trigger a series of pre-shot sequences simulating Alice (a real Dove woman) reacting to the oncoming rainfall and enjoying the shower.

The weather API launched a countdown and when rain hit the sensor, Alice showered on screen in real-time, right in New York’s April showers.

•Data insights

Knowing it’s raining in NYC is one thing; knowing when it’s going to rain in Times Square is another. We had to combine predictive modelling with real-time location event data to accurately gauge the time to deliver the ad. Context is key to success: there was no margin of error for how the data triggered the creative.

•Innovation

Linking the digital billboard to the weather API and the rain sensor required a custom solution that delivered the creative results we were looking to achieve: simulating a ‘shower’ in real time and reacting to external triggers.

•Originality

Combining the weather API and rain sensor with bespoke video made this a first-of-its kind execution for Times Square. Using weather data insights to book media space was a first for Dove.

•Data gathering

The most accurate weather API available was sourced, in order to reliably predict when a rainfall would occur within a one-hour window, so that an effective countdown could be shown prior to the shower.

•Data interpretation

Parameters were programmed according to the likelihood and amount of rain in a specific time frame. If the API hit these parameters, countdown to shower time footage would display onscreen. Historical weather data indicated the severity of showers during the same period in previous years (no deluges or floods!) so that we could shoot the appropriate level of water and set Alice’s actions and reactions. The creative then dynamically changed based on the type of rainfall (heavy or light).

•Targeting

Location-based data profiling helped identify our key target of professional women and their likelihood of being in Times Square at any given time – this was mapped against the weather data to define the optimal time and duration of the placement.

The display space was bought using a flexible media buy 48 hours in advance based on the likelihood of rain.

The combination of real-time data, smart media buying and witty creative allowed us to engage our audience and genuinely surprise them too.

•Data enhanced consumer experience

The data from the weather API allowed us to create excitement in the crowd in Times Square. Without it, the content on screen would have been just another passive billboard. The data provided us with a way of executing Dove’s biggest shower with much more impact and wit, and the reactions of the women who watched it are testament to its effectiveness.

•Data driven behaviour change

The seamless integration of the screened videos with the real weather was designed with the express purpose of building a subconscious association between Dove and showery weather. This will form the basis of future communications and the effectiveness of the controlled activations in Times Square will set the blueprint for future contextual communications

•Business impact

Dove’s biggest shower ever was an example of how the brand is pursuing out of the box methods to support its products in new ways that are cutting edge, and still very much on brand. For the approximately 1.6 million people who pass through Times Square daily, they saw Dove in a whole new innovative light.