The Campaign

For women who are the targets of this campaign, concerns about everyday weather and temperature were obvious. But despite the impact that humidity levels have on their health and beauty, they were not as concerned about checking dryness. Even if they are shown daily humidity levels, the targets tend not to show interest or take preventive measures. So we decided to visualize this data for each day, hour, and location by converting it into something that women unconditionally love -- flowers. This gave them an opportunity to both notice humidity levels and keep checking them consistently on their own, which led to a habit of taking extra care to stay hydrated.

Creative Execution

We decided that real flowers would convey our message better than computer graphics, so we took 3,500 actual petals, arranged them in layouts, and photographed them to create the branded content on the website. This made checking the weather and humidity as refreshing as looking at a beautiful work of art. The art and music change depending on the visitor’s location. If humidity falls below a certain level, a banner ad appears so that the target will take notice. What is more, we made the API open so that more people could use it in various ways.

Indication of how successful the outcome was in the market

Flower Dry Alert was a success as soon as it launched. Social media postings about Ion Water were up 250% over the previous winter. Average time on site reached 72% more than other Ion Water brand sites. And the open API led to its use as displays in beauty salons and cosmetics stores to raise awareness of dry weather among women. It was even featured by a TV station in its weather forecast. Flower Dry Alert convinced women to make a habit of It was even featured by a TV station in its weather forecast. Flower Dry Alert convinced women to make a habit of checking daily humidity levels and take action to protect their health.

For women who are the targets of this campaign, concerns about everyday weather and temperature were obvious. But despite the impact that humidity levels have on their health and beauty, they were not as concerned about checking dryness. So we first decided that we needed to raise awareness among women by giving them an opportunity to both notice humidity levels and keep checking them consistently on their own. Instead of a one-way message from a brand, we wanted to offer a branded content experience that would give women benefits in their daily lives.