Unilever-owned Dove installed a weather-sensitive digital billboard in Times Square, New York, in April to promote its body wash, according to a report published by The Drum.

The billboard used accurate weather data and rain sensors to activate creative in real time, creating a contextually relevant advertising campaign. The innovative spot, created by Havas Helia, featured a ‘real woman’ attracting the attention of passers-by. As it started to rain, she enjoyed ‘the biggest shower ever’ using the body wash.

The technologically advanced campaign used hyper-accurate data from Forecast.io in order to produce a world-first responsive ad.