The first example of temperature prompted advertising: a thermometer activated pointer.

We partnered with the Italian weather forecast website, Ilmeteo.it. Adv alerts were set ≤3°C for north Italy, ≤6°C for centre and ≤10°C for the south, in order to be always in the right «cold-risky» context.

Where the temperatures were lower than the setted ones, the temperature indicator became an hyperlink to the mini-site and the pointer, mouse-over became a tissue box with the text tag 'Cold or Flu?'.

1. A media first that differentiate Kleenex from competitors

2. x3 click through rate vs site average

3. 67 seconds average time spent on special mini-site