Fashion ranges are traditionally split into two collections per year – spring/summer for warmer weather and fall/winter for when the temperatures start dropping. However, consumers know that the weather can be much more fickle. In order to ensure it marketed the right clothes for the exact conditions outside, French mail order fashion company La Redoute created Le Billboard Météo, a dynamic advertisement campaign that changed at the same time as the weather.

Working with CLM BBDO, the initiative saw a number of screens erected around Paris that showed a model sporting the latest looks from the La Redoute catalog. The billboards were fitted with temperature and rain sensors, which detected shifts in the weather and displayed this information in real time. Simultaneously, the model altered their outfit to correspond with the actual conditions in the city – when the temperature dropped the model wore extra layers, and when it began to rain they were furnished with an umbrella and sensible boots. The video below shows the campaign in action:

Similar to Momentum Madrid‘s Limon Y Nada campaign, which offered discounts on the beverage when the temperature rose, the billboards ensured that La Redoute could advertise the clothes most suited to the climate – allowing it to stay relevant with the latest shifts in both fashion trends and the weather. Are there other ways to harness real-time data in order to target marketing material more effectively?