The rain is, often, an enemy of food and supermarket stores, because it invites consumers to take advantage of delivery. To fight against it, especially during the time of Monzones, the Thai chain of supermarkets Lotus’s He has launched a promotion that is precisely activated when it rains.

By the hand of the creative agency VML Thailand, The company is running “Rain Coupons” (Rain coupons) to make the season of heavy rainfall in the country, which usually extends from May to October, is more rewarding and profitable for consumers.

The supermarket invites customers to leave the house during the rainy moments and take advantage of the offers that it has strategically placed around its Go Fresh stores. The coupons are only visible when it rains, thanks to a waterproof spray technique that has allowed carefully stamping giant coupon designs directly on the pavement.

In this way, when it begins to rain, the treated areas remain completely dry, while the surrounding pavement, without treating, is completely soaked by revealing attractive offers and promotions. This makes the coupons disappear completely during dry periods to maintain the surprise effect. To enjoy offers, users must Photograph the coupon activated by rain and redeem them for discounts in the store.

Offers are also adapted For rain periods and facilitate the lives of users at that time. Thus, a coupon is offered to get a free -for -way show, or an umbrella for 99 bats (2.6 euros). Promotions also include products such as detergent for clothing, prepared meals, fruit to obtain hot vitamins, or hot drinks.

The coupons are also strategically placed where there are no Lotus stores, according to The Stablewith the intention of Increase brand knowledge and encourage those who are trapped in the rain to visit the closest Lotus’s store. These areas are some of the busiest in Bangkok and other large Thai cities, as well as bus stops or subway stations.

The strategy, which uses guerrillas marketing resources, intelligently takes advantage of the rainy season and transforms cities into an interactive advertising space. The idea starts from an insight of consumer behavior and is able to convert adverse conditions into a positive experience.