For the first time, weather-activated advertising has been launched on the streets of London as bespoke offers – Barclaycard’s deals website – created an offer for umbrellas that only shows up in the rain – using water-repelling paint.
The unique marketing campaign uses “hydro-phobic” paint technology applied to paving slabs. The paint is only visible in the rain; when the concrete slabs around it darken in the wet, the newly developed paint is activated to reveal an offer for, appropriately, umbrellas.
Bespoke offers is trialling the innovative new approach to offer 2,000 umbrellas for just 1 penny each on its website – on a first come, first served basis. Stuart Brann, acquisition marketing director at bespoke offers, said: “bespoke offers is designed to save people money on life’s everyday items, as well as provide great value experiences, gifts and treats. To remind people just how useful bespoke offers can be we’re trialling this novel form of advertising. So today, when it rains, they will be able to see our latest promotion on pavements across London – umbrellas for just 1p.”
Anyone wanting to take advantage of this deal should visit www.bespokeoffers.co.uk for all the details.
Bespoke offers is a service from Barclaycard that gives everyone access to hundreds of money saving offers from big brands and local businesses across the UK, anytime, anywhere, online or through their mobile phone (app available free on both Android and IOS).