Finalist
Putting night-time hayfever to bed
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.
