Every drop of Spa mineral water was once a drop of rain.

Only after an underground journey of years, a drop of rain becomes a drop of Spa mineral water.

As an ode to this process, we built an installation in the area that turns drops of rain into animations and sounds. Together they created a unique musical piece and a lightshow played by the rain itself.

A 2-minute online film shows the installation in full flow against the backdrop of the amazing Spa nature reserve.

We built a temporary installation that turns drops of rain into sounds and animations. Created in collaboration with a number of artists who designed the elements to accentuate and express the purity of nature and the rain’s journey.

We equipped all the different pieces of nature in Spa (trees, moss, plants) with water-detecting sensors. When water hit them, sounds and animations were projected back onto nature. Together, they became a unique soundscape and lightshow played by the rain itself.

A 2-minute online video showed the installation in full effect.

To create awareness and engagement for the project, we aimed at a broad audience through PR, social and paid media support. We encouraged people to engage and to look at additional content.

The digital support created for the project consisted of video banners, in-article videos, Facebook videos, pre-roll. Retargeting with behind-the-scenes film.

The media results show the campaign scores above expectations on the media objectives.

• Total video views: 3,348,242 (of which 14% full views: 466,458)

• Cinema: 1,265,000 impressions

• 4 in 10 view the full film (43%). This is well above benchmark (10%).

• One in five decide to watch the rain film after the Trueview minimum of 5 seconds (22%).

• 99% of whom watch the first 30 seconds.

• 1 in 3 decide to watch the behind-the-scenes film (33%).

• 1 in 2 of whom watch the full film (49%).

• As for storytelling (retargeting), the view-through of the behind-the-scenes film is 50% higher.

• When it comes to engagement (responses, likes and shares), the engagement rate is 34%

(benchmark 2%).

• At 2.5% the average click-through is above expectations (0.5%)

• The highest CTR is reached with the in-article videos (8.6%)