Background

In advertising, timing is everything. Consumers are bombarded with messages daily, but only a handful feel truly relevant. That’s where contextual precision creates an edge.

Duracoat, a global coatings and surface solutions brand, launched AquaTech Rainshield, a waterproof, tintable paint designed to protect surfaces from rain damage without compromising aesthetics. It was a market-first innovation in the waterproofing category but to stand out, the campaign needed to do more than just drive awareness.

The challenge: how do you market rainproof paint in a way that feels natural, timely, and impossible to ignore?

The Challenge

Paint advertising is often generic color palettes, glossy finishes, and lifestyle shots. But AquaTech Rainshield wasn’t about lifestyle. It was about solving a real, seasonal problem: rain.

The insight was simple but powerful:

  • If the product is activated by rain, the advertising should be too.
Our Approach: MediaPal Moment Ads

MediaPal used its Moment Ads technology to transform live weather data into ad triggers.

  • Real-Time Activation → Ads appeared only when it rained, syncing product relevance with real-world conditions.
  • Immersive Creative → Digital banners visually mimicked rainfall, creating a sensory connection between the weather outside and the solution being advertised.
  • Cross-Publisher Scale → Placements ran across premium global publishers and lifestyle platforms, ensuring reach without sacrificing contextual integrity.
  • Dynamic Targeting → The campaign used geo-location + live weather feeds to ensure ads were delivered in the right market, at the right time, under the right conditions.

This wasn’t just media buying. It was media choreography aligning brand storytelling with the environment in real time.

The Results: When Relevance Meets Timing

By turning the rain into a trigger, the campaign delivered results that outperformed standard awareness benchmarks:

  • 11.5 million+ impressions served during live rainfall events.
  • 0.45% CTR — more than the global benchmark for display campaigns (~0.3%).
  • 76% viewability rate, ensuring placements were not just delivered but truly seen.
  • 31% attention rate, showing nearly 1 in 3 users engaged longer with the creative.
  • Engagement uplift of 45% on rainy days vs. baseline clear-weather campaigns.
  • In markets where the campaign ran, product inquiries rose by 28% during the campaign window.

The timing turned curiosity into action. Instead of being “just another ad,” AquaTech Rainshield became a perfectly timed solution.

What Are Moment Ads?

At MediaPal, Moment Ads are more than a format, they’re a strategy. We use live triggers (weather, sports events, cultural moments, even stock market moves) to deliver ads in moments of maximum attention.

Instead of buying blind impressions, brands buy contextual moments when relevance is at its highest and audiences are most likely to act.

For Duracoat, that meant owning the rain. For other brands, the possibilities are endless:

  • Coffee during cold mornings.
  • Sunscreen on the first sunny day.
  • Streaming offers during big sports events.
The Takeaway

Duracoat’s AquaTech Rainshield campaign showed the power of aligning product value with perfect timing.

  • It wasn’t about bigger budgets.
  • t was about smarter triggers, contextual creatives, and real-time optimisation.

✨ With MediaPal Moment Ads, Duracoat turned rainfall, often seen as a problem, into an opportunity for connection, recall, and growth.