Background

Resesh Protect Guard is a spray that protects futons from exhaust gas, pollen, and other air pollution when airing outdoors. We had to find a way to reliably deliver the product message to people who live in urban areas and like to air their futons outside.

Describe the creative idea

The moment when product engagement in the target group increases is valuable. We thought that the best moment to deliver the product message is when people who want to air their futons check the weather report. So, we worked with Google and the TENKI API, which provides data on the weather. We used weather and location data to turn the YouTube TrueView ad into a real-time weather forecast.

Describe the strategy

The moment when product engagement in the target group increases is valuable. We thought that the best moment to deliver the product message is when people who want to air their futons check the weather report. So, we worked with Google and the TENKI API, which provides data on the weather. We used weather and location data to turn the YouTube TrueView ad into a real-time weather forecast.

Describe the execution

We produced a YouTube TrueView ad that broadcast real-time weather forecasts. By suggesting the possibility of pollution in the air even when it is sunny, the video communicated the need for the product. We produced 42 different videos by combining data on weather, location, and air pollution. We used real-time data to match the YouTube videos with the weather and location of the target group.

List the results

The video reached about 980,000 people. The average view through rate was 40.9% although we limited the area (urban areas only), the weather, and the broadcasting time (noon to midnight). In the greater metropolitan areas of Tokyo and Osaka where the air is particularly dirty, the rate was 42.8%. By using real-time data to get people to pay attention, we successfully communicated the need for Protect Guard.