In Thailandthe Monsoni season It is traditionally associated with inconvenience and days spent at home. But the supermarket Lotus’swith an unusual gimmick to say the least, he decided to overturn the situation: If it rains, discounts arrive. And not in the flyers or apps, but directly on the sidewalks.
The initiative is called Coupon Rains and was conceived by VML Thailand. Magic takes place thanks to a special hydrophobic paint sprayed on the ground in front of the shops. When it rains, the difference between the dry surface and the wet one makes invisible promotional messages appear until then. Passersby only have to photograph them and present the code in the cashier To get immediate discounts.
The promotions are not random, but designed specifically to face bad weather: free waterproofs, anti -humidity products, vitamins And Hot Takeaway meals. And for those who dare to leave the house in the rain, there is also a 10% discount on all shoppingas a reward for courage and loyalty.
Coupon also away from the shops
This strategy transforms an obstacle into an opportunity: the more raining, the more the involvement grows. The brand rewards those who do not let themselves be discouraged by time and create a feeling of exclusivitybecause discounts are accessible only to those present at the right time.
The gimmick is not limited to the stores. The messages also appear in busy areas As bus stops, subway, residential neighborhoods and even close to the competition. A form of Guerrilla Meteorological Marketing That expands the countryside to the whole city, surprising passers -by in the most unthinkable places.
Be careful not to underestimate the dangers of the monsoons
If on the one hand the idea of transforming the rain into discounts may seem suggestive, we cannot fail to underline how ignore the real dangers of the monsoons be a gamble. In Thailand the rainy season intensifies the risk of sudden floodscapable of submerging roads and injuring pedestrians or causing large damage to infrastructure and vehicles.
The stagnant waters become ideal habitats for mosquitoes carriers of Densemalaria and other infections, and a significant increase in cases of respiratory and gastrointestinal diseases. In this context, it is certainly creative to exploit the rain, but it is equally important not to underestimate the need for security measures, information and prevention to protect consumers and workers.
