THE CHALLENGE
Hayfever consumers act when symptoms spike, and the most effective messages reflect the moment they are in.
THE OBJECTIVE
Make the creatives feel relevant and actionable to drive measurable performance outcomes and sales uplift.
THE SOLUTION
The campaign leveraged real-time pollen triggers to automatically activate media delivery whenever pollen levels were high or forecasted to rise. Dynamic Creative Optimisation (DCO) was then used to tailor creatives based on environmental data, adapting the visual according to pollen levels, geographical location and proximity to retail stockists.