GSK claims first with digital ads to warn hayfever sufferers on pollen levels 

Mark Johnson's picture
by Mark Johnson

Global pharmaceutical giant GSK has launched what it claimed is the UK’s first end-to-end, fully automated digital out-of-home (OOH) campaign trade for its Piri allergy relief products.

The campaign is fully programmatic from planning through to purchase of out-of-home inventory and uses specific event-based triggers such as MET Pollen Data, location criteria and spending parameters to determine which ads will appear when and where.

Devised by Publicis Media’s PlatformGSK, the campaign will be activated by out-of-home and location marketing specialist Posterscope using its proprietary global data management platform ECOS.

MET Office data

Pollen data by region will be pulled in automatically from the MET office and when it reaches the defined “high” or “very high” trigger levels in any given region, the ECOS platform will automatically request availability across a portfolio of sites, purchase only when spend criteria is met, and automatically serve the relevant ads at the optimum time.

Pollen count: GSK's programmatic ads will warn sufferers when levels are high

The campaign goes live at the end of May and will run nationwide, on rail and roadside D6’s until the end of August.

“Innovation is a key value for GSK, so we asked PlatformGSK to find a way to represent this in our out of home execution”, said James Carpenter, brand manager at GSK. “

We weren’t disappointed. This flexible and fully automated approach will provide a guaranteed out of home presence for our Piri product range throughout the summer, but specifically in the moments when pollen levels reach their highest and customers are looking for hay fever relief.”

Charlotte Jackson, managing partner PlatformGSK, said: “Data and technology sit at the heart of PlatformGSK’s approach, so we are delighted to bring the UK’s first truly programmatic outdoor campaign to market. 

“We take an outcome-based planning approach and to be able to track, adjust and optimise in real time will ensure that we get the maximum value and effect from this innovative campaign.” 

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