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Putting night-time hayfever to bed

by Red Consultancy for Boots UK

Summary of work

Hay fever is a key market area for Boots UK throughout the summer. However, customer and media interest tails off after an initial burst in April/May so we were challenged with reigniting a second burst of interest in hay fever later in the summer.

In order to do that we recognised we’d need to find something new to say AND an interesting way to say it…which would both remind people of and demonstrate Boots’ expertise in all aspects of hay fever.

We unearthed a new science-based insight about night-time hay fever - as the air cools at the end of the day, pollen falls back down to ground level exacerbating symptoms just at the point when one-a-day medications wear off. We coined the term ‘insneezia’ to describe the insomnia-esque effect of night-time hay fever and then brought our message to life by dropping a million petals on a London street to symbolise the falling pollen.

Our multichannel campaign led to a 211% increase in year on year hay fever editorial, with the second burst of editorial landing late in the hay fever season (June/August).

We doubled the average social engagement rate for Boots’ campaigns and attracted over 4,000 people to our immersive ‘petal drop’ event in London.

Judges' comments

An impressive programme, particularly for the small budget. It did a great job of looking at hayfever in a completely different way, in that it is not just for one season, and used some particularly clever and stand-out tactics to achieve results.



Living Like You - by Creation for Novartis


More Than a Cold - by AbbVie

Caring for Carers - by Hill+Knowlton Strategies for Otsuka Lundbeck

Putting night-time hayfever to bed - by Red Consultancy for Boots UK

Category Sponsors

Debbie Tuesley - Communiqué Awards Director

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253