Cannes Lions

City-Proof Your Skin

DDB GROUP SINGAPORE, Singapore / JOHNSON & JOHNSON / 2017

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Overview

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Credits

Overview

Description

The City-Proof Your Skin campaign used real-time weather data to target our audience and demonstrate Hydro Boost’s superiority, through data visualizations, dynamic data-based offers and weather-triggered programmatic ads.

 

The campaign began with actor/singer Ariel Lin testing her skin by using Hydro Boost and exposing it to the environment in 5 cities, all without leaving one room.

Meet the Weather Chamber. A live stunt and installation that recreated these cities’ environments using multiple data sources and projection mapping. The stunt was live-streamed on social media and the microsite.

The campaign also included smart billboards and weather-triggered programmatic ads.

Execution

Live stunt/installation

The environment of 5 cities was recreated in real-time using projection mapping. This was live-streamed on social media and the microsite.

Smart billboards with environmental sensors

Each Weather View digital billboard visualized aggressor levels at its location and generated matching dynamic discounts. The higher the aggressor levels, the higher the discount.

Weather-triggered programmatic ads

On mobile and social, we tracked weather patterns to serve up messages and offers to potential users.

Outcome

30% sales uplift in Taiwan

#1 within the hydration category in leading markets

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