Using real-time weather data, we gave Neutrogena Hydro Boost a boost in sales by showing modern women how it guards their skin against city pollution – no matter which city they are in.
The Brief
Environmental aggressors, like heat, humidity, wind, cold and pollution, can wreak havoc on your skin by dehydrating and damaging it. Unless you use Neutrogena Hydro Boost, which is specifically designed to counter this. We needed to prove this to jump-start slowing sales in Taiwan and across the region.
The Idea
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 the 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 microsite.
The campaign also included smart billboards and weather-triggered programmatic ads. Each billboard visualized aggressor levels at its location and generated matching dynamic discounts. The higher the aggressor levels, the higher the discount.
Integrated Case Study Film
Launch Film
Agency: DDB Singapore
Creative Directors: Thomas Yang, Vinod Savio
Head of Art: Thomas Yang
Art Directors: Adithya Deepan, Gigi Ip
Copywriters: Samantha Liew, Malhaar Rao ​​​​​​​
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