Brand Experience and Activation > Excellence in Brand Experience

RAINBOW FORECAST

VMLY&R BRAZIL, São Paulo / CLIMATEMPO / 2020

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Overview

Credits

OVERVIEW

Why is this work relevant for Brand Experience & Activation?

Climatempo was the first weather channel in Brazil to include rainbow forecasting among its forecasts. With this, we impact millions of users who access the daily weather forecast at our main points of contact. With this activation, we changed the usability of our product to create a new experience to make people aware of the inclusion cause and LGBTQ + main symbol: the rainbow.

Background

The visibility and inclusion of LGBTQ + is still a very controversial topic in Brazil. To this day, the community is silenced and excluded from the main events of society. And even Brazilian president Jair Bolsonaro declared himself a homophobic. Therefore, Climatempo decided to create an activation including the rainbow among all natural phenomena in order to support the LGBTQ + causa and show that any gender and sexual orientation are as natural as all natural phenomena. And more than that: to show that everyone deserves their space.

Describe the creative idea

We created the rainbow forecast to predict better days for the LGBTQ + community. With a new meteorological technology developed exclusively for activation, we disclose where and when rainbows will appear first nationwide, and then worldwide. Thus, everyone who seeks the weather forecast to have information about sun and rain, also finds information about the rainbow. Generating awarness on the most important LGBTQIA + symbol everytime a rainbow shows up.

Describe the strategy

The algorithm developed by Climatempo was implemented on all platforms of the channel, TV, APP, mobile site, website, and weather bulletins. As a result, we impacted more than 80 million people on a monthly basis, who began to encounter the rainbow forecast on a daily basis when searching for the forecast of other natural phenomena such as sun and rain, transforming a natural phenomenon into a way to naturalize the cause LGBQT +.

Describe the execution

The algorithm capable of predicting the rainbow was implemented in all Climatempo channels. Soon after, we present the novelty with the first transgender weather girl: Lisa Gomes. Thus, the greatest LGBTQ + singer in the world decided to use the rainbow forecast to launch her new single: Rajadão, engaging even more influencers linked to the cause. Rainbow forecasting is available globally and works anywhere on the planet and the technology developed is opensource. In other words, all the weather channels in the world can implement rainbow forecasting in their programming.

List the results

80 million people who access the site monthly were impacted by the rainbow forecast amid the forecast of all natural phenomena. The Rainbow Forecast was also featured in the main media outlets in Brazil, including O Globo, Veja, Terra, and the activist publication like AthosGLS, ops4 and Não é Gay Se. With that, we put the LGBTQ + symbol in the daily lives of all consumers who have come to face the rainbow with the naturalness it deserves.

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