Laredoute.fr is the first fashion e-retailer in France.

Objective :

Launch the new collection by showcasing the large fashion offer.

Insight:

We adapt and change our outfit depending on the weather.

When weather changes, clothes we wear change too.

It’s at the closest of the consumers’ feelings at that very precise moment when they feel cold, or when it’s raining, etc.

Creative answer:

Adapt ads that people see to the weather by changing the showcased outfits live.

Media execution:

We reinvented the outdoor media by using the digital technology. We developed a special technology to target the consumers at a very precise moment, by being pretty relevant to their feelings/needs.

We reinvented the outdoor media by using the digital technology. We developed a special way to target the consumers at a very precise moment, by being relevant to their feelings/needs. The Live-Weather billboard is the first billboard that changes according to the weather conditions.

The campaign has been re-posted on Facebook, Twitter and numerous blogs ( Vogue, Garance Doré, Elle…)

Results:

- The traffic increased by 34% on laredoute.fr

- The sales increased by 13% (compared to 2012 during the same period).

- Tons of blogs spoke about the Live-Weather Billboard during the campaign and during the weeks after.