Industry
Consumer Packaged Goods (CPG)
Challenge
Rain-X wanted to be the go-to washer fluid when visibility dropped on the road due to poor weather conditions.
Results
Alongside its agency, Labelium, Rain-X partnered with Vistar Media to launch a DOOH campaign using weather targeting to increase purchase intent and keep the brand top of mind during extreme weather conditions.
Key Product
Demand-Side Platform (DSP)
Concerns around driving safety mount as seasons change and extreme weather events increase across Canada. Drivers need windshield washer fluid to see clearly and feel safer on the roads.
Rain-X, alongside its agency Labelium, partnered with Vistar Media to launch a strategic DOOH campaign to increase awareness, consideration and purchase intent for its ClearView windshield washer fluid across Canada in both English and French.
Weather wins with DOOH
To drive awareness, consideration and intent for ClearView across Canada, Rain-X activated its campaign across a variety of venue types in Canada, in both English and French.
Billboards | Bus shelters | Convenience stores | Malls | Office buildings | Urban panels
-> Precision performance
To engage with customers at times when they would be most likely to consider purchasing windshield washer fluid, Rain-X activated static and video ads targeting male car owners aged 18-44. Simultaneously, Vistar partnered with Foursquare to activate media within close proximity to Canadian Tire and Walmart locations to drive consumers into stores.
-> Weather wonders
Vistar's advanced technology allowed the assets to automatically change based on local weather. Four different creative assets were activated based on four unique weather conditions: rain, snow, sleet and "any weather." This allowed Rain-X to create contextually relevant messaging that was activated when and where its audience was most likely to be.
Success on the road, no matter the weather
Rain-X invested in a brand study to understand the influence of its campaign and gain insights to increase awareness, consideration and purchase intent of Rain-X ClearView. The campaign truly succeeded in moving the needle when it comes to consumer perception of the brand, with the most notable achievements being:
- 4.7X more likely to go in-store when exposed to DOOH ads (vs. display)
- #1 in awareness, brand preference and message recall among its competitive set
- 33% are likely to purchase Rain-X ClearView in the next 6 months
The study revealed that consumers exposed to Rain-X's DOOH ads were much more likely to engage and go in-store than users who were only served display ads. Further, adults aged 45-54 generated the highest rates of awareness (68%), consideration (50%) and intent (47%).
The takeaway
Rain-X’s DOOH campaign shows how data-driven targeting and contextually relevant creative can drive real-world results. By responding to live weather conditions and reaching drivers just steps from purchase, the brand turned commuting routines into decisive buying moments.
With Vistar Media’s technology and strategic insight, Rain-X transformed seasonal safety needs into measurable impact by boosting brand awareness, consideration and purchase intent — proving that DOOH can deliver results no matter the forecast.