Cloud-Busting to Promote Convertible Rentals

For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream's inspiration site. Umbrella salesmen do a very brisk business in Halle (Saale), as the German city regularly tops the polls as Europe's wettest. Good weather for umbrella salesmen used to mean bad weather for those in the convertible car rental business, until now. In a bid to promote rentals of its convertible car fleet, German car rental firm Sixt decided to bring some much-needed sunshine to the soggy citizens of Halle. Using a technique called "cloud seeding," which Chinese authorities used to try to avoid rain during the opening ceremony of the 2008 Summer Olympics, the ever-present rain clouds were dispersed, giving Halle's motorists the opportunity to rake to the streets in rented cabriolets. ~ ~ ~ The team behind CMDglobal.com has launched Cream, The Innovation Exchange. Cream indexes and analyzes the world's media, marketing and business innovations. Combining a library of more than 2,500 case studies with insight and analytical tools, Cream provides inspiration and helps you discover what's next in the world of communications.

Cloud-Busting to Promote Convertible Rentals

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