Fashion is as fickle as the weather. Which is why French online fashion retailer La Redoute created a dynamic campaign that enabled them to advertise clothing corresponding to the weather outside.
By fitting outdoor screens with temperature and rain gauges, the live weather billboards sensed changes in the climate and displayed the conditions in real-time on the screens.
Dressed in the latest looks from the La Redoute catalogue, the model’s outfit was updated in real-time, to reflect the current conditions in the city.
Check out the video to see how real-time data can be harnessed to target advertising more effectively.