ActionAid is launching a rain-triggered ad this week which will disrupt the Piccadilly Circus outdoor screens to highlight the impact of climate change and raise awareness for the London
People’s Climate March that is taking place this Sunday.
Using real-time data, the system registers rainfall in the local area and consequently triggers a reaction in the software,
which sees the existing ad schedule at Picadilly Circus disrupted to reveal a tailored message depending on level of precipitation – drizzle, light rain or heavy rain.
Read the whole story at Marketing Week »