Rain is gloomy. Especially during Thailand’s intense rainy season, and especially for bricks and mortar retailers. Lotus’s is a convenience store. Not so convenient when it’s wet and wild outside. So VML Thailand is turning gloomy, stay-at-home rainy days into unexpected feel-good moments at Lotus’s with a brand-new buzz worthy idea, weather-activated Rain Coupons.
During Thailand’s rainy season most people instinctively stay indoors, hide out, or find themselves stuck waiting for the downpour to stop. Lotus’s Rain Coupons invite Thais to grab an umbrella, embrace the rain, and discover hidden delights waiting just outside their doors.
The VML idea is simple but surprising. When it rains, huge hidden coupons appear on the pavement in front of Lotus’s Go Fresh stores near with deals popping up like magic. Shoppers can snap a photo of the rain-activated coupon and redeem it for instant discounts in-store. The discounts are for a curated selection of must-have rainy season essentials designed to make life easier during Thailand’s wettest months – a limited-edition raincoat coupon offering a completely free raincoat, valued at 0 Baht, ensuring that even the most unprepared shopper can stay dry while hunting for more deals; a special deal umbrella of savings that keeps you ready to go out and shop; significantly discounted laundry detergent that ensures clothes stay fresh regardless of how damp and humid the weather becomes; an attractive 10% storewide discount perfect for those rainy day pick-me-ups that everyone needs.
Additional seasonal offers rotate regularly, including discounted ready-to-eat for cozy rainy evenings, fruit & vitamins for booster, and even special combo deals on hot beverages perfect for warming up after getting caught in the rain.
The idea relies on advanced waterproof spray technology to carefully stencil giant coupon designs directly onto the pavement. When rain begins to fall, the specially treated areas remain completely dry while the surrounding untreated pavement becomes thoroughly soaked, creating a striking visual contrast that reveals clear, eye-catching promotional deals that are impossible to miss even from a distance. The technology ensures that coupons remain clearly visible and easily photographable even during heavy downpours, while disappearing completely during dry periods to maintain the element of surprise.
Rain Coupons are also strategically placed where Lotus’s stores are not – building brand awareness and enticing people who find themselves stuck in the rain to make a quick, rewarding run to the nearest Lotus’s location instead of waiting it out. These include high-traffic areas throughout Bangkok and other major Thai cities, including busy bus stops where commuters seek shelter, popular subway stations with heavy foot traffic, densely populated condominium neighbourhoods where residents frequently shop for daily necessities, and even near competitor convenience stores.
The guerrilla marketing approach maximises visibility during peak rainy season months while reaching everyday Thais wherever they might be when the weather turns. The campaign effectively transforms the entire city into a massive, interactive advertising space that only activates when conditions are perfect (or not perfect, weather-wise).
The idea is built on deep understanding of local consumer behaviour and demonstrates Lotus’s commitment to creating positive experiences. By rewarding customers who venture out during rain, Lotus’s reinforces its position as a retailer that truly understands and cares about the daily lives of Thai consumers.
Credits:
Client: Lotus’s
Head of Brand Communications: Una Tan
Senior Manager – Brand Communications: Wonchalom Romsaisiri
Brand Communications Manager: Kirana Angsuwattana
Creative Agency: VML Thailand
Chief Executive Officer: Parattajariya Jalayanateja
Chief Creative Officer: Park Wannasiri
Creative Group Head: Wirunchana Kongrataporn
Senior Copywriter: Teenamol Thamchamrus
Art Director: Veerisa Leewattanakit
Strategic Planning Department
Senior Strategic Planner: Pundaree Teintaweewut
Managing Partner: Vichien Techabunyat
Client Service Director: Onsiri Thanibutra
Account Managers: Kornchanok Samartlertdee & Natcha Wongpratoom
Account Executive: Pryfah Tesakaew
Creative Service Director: Wascharin Pongsirivilas
Senior Project Manager: Wiyada Rakngarn
Producer: Anuchit Sannopphakun
Production House: LETS GET NUTS
