|Title||THE FLIXONASE ALLERGY MONITOR|
|Product / Service||FLIXONASE NASAL ALLERGY SPRAY|
|Category||A01. Activation by Location|
|Entrant||MEDIACOM Beijing, CHINA|
|Idea Creation||MEDIACOM Beijing, CHINA|
|Media Placement||MEDIACOM Beijing, CHINA|
|Production||MOJI WEATHER Beijing, CHINA|
|Dan Hui||MediaCom||General Manager|
|Fiona Jing||MediaCom||Media Planning Director|
|Ivan Huang||MediaCom||Senior Media Planner|
WE ADDED AN ALLERGEN TRACKING LAYER TO CHINA’S MOST POPULAR WEATHER APP, SO PEOPLE COULD CHECK FOR ALLERGEN LEVELS AT THE SAME TIME THEY CHECKED FOR WEATHER AND AIR POLLUTION Our primary objective was to educate consumers on the causes of nasal allergies, then to prompt them to visit our pharmacy partners to seek Flixonase. We found that Chinese consumers check their weather apps more than the global average. Not only to keep updated on the day’s weather, but also to monitor AQI (Air Quality Indicator), to keep abreast of outdoor pollution levels – a prevelant problem in China. This was the perfect moment, as our consumers are in a self-protective mindset from the weather or pollution, to make them aware of another condition – allergies. The weather app also helped consumers to make the causal linkage between weather and allergen levels.
WE BUILT AN O2O SOLUTION, CONNECTING THE WEATHER APP DIRECTLY TO COMMERCE DURING THE MOST RELEVANT TIMES AND AT THE MOST RELEVANT PLACES. To drive foot traffic into pharmacies, we built an O2O solution, connecting the weather app directly to commerce during the most relevant times and at the most relevant places. During days with high allergen levels, we know that consumers are most likely experiencing symptoms. Allergen levels would then also trigger our ad in real-time, during the moments when consumers are likely seeking solutions. On high allergen days, we then used geo-location data on their phones to deliver coupons for nearby pharmacies marked on a map to help get immediate relief from their symptoms. The time-sensitive coupon for Flixonase would incentivise on-the-spot purchases instore – all served within the weather app.
WE GREW SALES BY 53% AND FLIXONASE MARKET SHARE HIT A 3-YEAR HIGH. We shortened the path to purchase and made everyone happy: Consumers were happy that they now know the root of their problem and have a measurement tool to know when to fight against allergens. Partner pharmacies were happy because we created free advertisements that directly drove business into their stores. They even reacted by creating allergy information centres instore to educate further on the nasal allergy condition. And of course, Flixonase was the hero product at these allergy information centres instore, and we became a pharmacist’s preferred recommendation. Our product visibility instore also improved as Flixonase was moved to premium shelf space. Our real-time Flixonase Allergy Monitor triggered real-time business results. The huge spike in awareness doubled the category growth. Flixonase market share hit a new 3-year high. Flixonase sales grew by 53% in participating pharmacies.
OUR STRATEGY WAS TO ADD IN A THIRD LAYER OF INFORMATION, BEYOND JUST WEATHER AND AIR QUALITY. Knowing that most nasal allergens are actually triggered by weather conditions, we realised that the best moment to educate consumers was when they were preparing to go outside. The most popular mobile weather app, Moji Weather, was the perfect platform to launch our idea. By adding in measured ALLERGEN LEVELS into the weather app, we would not only let consumers know if they were likely to experience allergy symptoms, we would also be educating the unaware group on what allergens actually are. Our allergen monitor helped to remind allergy awarers to use medication before they head outside, much like how bad AQI levels prompts consumers to don an air mask before heading out. Repeated exposure to the unawarers helped them make the linkage between their symptoms and allergens.