CASE STUDY: RAIN-X | THE SEEMORE SAFETY CAMPAIGN

ISSUE:
Rain-X needed a way to get American consumers to understand the value and importance of changing their wiper blades on an annual basis. With wiper purchases primarily happening when old blades fail and with no real heavy sales season, Rain-X was looking for a new, creative sales trigger to spur the public into action.

IDEA:
Coyne PR developed and implemented a plan to create a seasonal trigger that would raise awareness of the importance of proper vision and spur consumers to replace their old wiper blades. Leveraging Groundhog Day – the one day when America’s attention is most focused on the weather – to create an ownable point-in-time reminder, Coyne PR introduced “Seemore the Safety Groundhog” as the symbol of the need to change wiper blades every spring. The campaign utilized a partnership with the National Safety Council to supply an expert third-party “voice” to the campaign and deliver the key safety messages surrounding driving and clear vision.

IMPACT:
Seemore never saw his shadow because of all the TV lights! The lovable mascot became an instant celebrity with appearances on NBC "Today Show," CBS "Early Show" and TV affiliates across the country. Rain-X owned Groundhog Day media coverage with more than 32 million consumer media impressions, including nationwide news coverage on CNN "Headline News."