Center Parcs 'Rain Billboard'
Center Parcs
Issue 50 | March 2019
Agency
Ogilvy Amsterdam
Creative Team
Helen Fernando, Ervin Ramrattan Creative Directors: Gijs Sluijters, Joris Tol
Production Team
Cam DAVID
Other Credits
Account Director: Anouk Marx Strategy Director: Joost van Liemt Designer: Marina Le Roux Client: Judith Franse, Barbara Knoop, Dianne Sliphorst
Date
October 2018
Background
The Netherlands is a rainy country, especially during fall season. Holiday park chain Center Parcs offers a holiday concept where families can really be together and strengthen family ties by having fun. One of the main activities is tropical swimming paradise 'Aquamundo', where the temperature is sub-tropical 365 days a year.
Idea
Autumn in The Netherlands means a lot of wind and rain. Luckily, a tropical paradise is just around the corner. At holiday park Center Parcs. Famous for its tropical swimming paradises. To remind the Dutch about their sub-tropical Aquamundo, Center Parcs developed the 'Rain Billboard - A billboard that reveals a sunny offer exclusively on rainy days. The billboard was made with special water-sensitive ink that revealed a sharp offer for Aqua Mundo, only when rain fell on it. The transforming billboard was filmed and this footage was used to push the last minute deals in social media.
Results
The billboard stopped bystanders in their tracks and 1.1 million people saw content of the stunt in social. Sales of last minute deals got a push. And the 'Rain Billboard' generated over 25k of free publicity.