Each time it rained we distributed our media umbrellas that read "I told you so". Our wet target saw them and was reminded that if they had checked us earlier, they would now be better prepared. We suggested that they could avoid getting soaked by signing up for our SMS weather alerts. It was the right message in front of the right person at the right time for a really low cost.Distribution happened when the umbrellas were needed, so people would be willing to carry them for free all over town. Anything is better than getting soaked, even advertising our message for free.

New York is densely populated, which means that each of our umbrellas was seen by hundreds of people, and the impressions each umbrella generated ended up costing no more than a few cents.

Appearing at the right time, with a direct call to action generated 23% more weather alerts subscriptions. And every time it rained again our umbrellas flooded back the streets, giving us some extended exposure. This project was so effective that it will be soon replicated in other cities with similar characteristics.