FLIXONASE USES WEATHER DATA TO DRIVE COMMERCE AND WINS A CASE.DIGITAL AWARD IN OCTOBER
European digital marketing research company case.digital (previously Best Marketing International) monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. Three years and hundreds of campaigns later, we were faced with a question: what makes a great campaign? It seems creativity and cool gimmicks is all it takes to grab a Gold Lion. We, on the other hand, see results as equally important. Our goal is to chase down fresh successful campaigns from all around the world and gather further information from all available sources.
From fried chicken bath bombs to fake road accidents – it was a fun start to the autumn award season. On the one hand, there is a clear shift towards wacky social media content presumably targeted towards the up and coming generations. On the other, a very deep understanding and integration of data, which means smarter marketing and increased effectiveness. Both trends are equally interesting to follow. Our favourite this month is a clever data driven campaign from China called ‘The Flixonase Allergy Monitor’. Tapping into funny political topics, ‘Fly Like a President’ from Costa Rica came in second. Finally, Thailand’s telco giant AIS found a modern and impactful way to raise awareness on road safety with a campaign called ‘Facebook Live Stunt’.
OCTOBER 2018 WINNERS
First Place: GSK’s ‘The Flixonase Allergy Monitor’ by Mediacom Beijing (Spikes Asia winner, China)
Not many Chinese are aware of the fact that nasal allergens are triggered by certain weather conditions. Flixonase, a leading nasal allergy spay brand by GSK, decided to educate consumers by adding an allergen tracking layer to China’s most popular weather app. They built an O2O solution, connecting the weather app directly to commerce. On high allergen days, geo-location data was used to deliver coupons for nearby pharmacies and nearby locations were shown on a map (all within the weather app). Sales grew by 53% and Flixonase market share hit a 3-year high.
Why we love it:
With this truly thought-out campaign, Mediacom Beijing demonstrated a superb understanding of every step on the customer journey. Relying on data, they identified the right triggers, a relevant channel and by following up with smart personalised promotions at allergy peak times, eliminated all possible obstacles for the consumer. Most importantly, every element was integrated into a single channel.
2nd Place: Agencia de viajes destinos’ ‘Fly Like a President’ by McCann San Jose (Festival Caribe winner, Costa Rica)
Luis Guillermo Solís has been dubbed as the ‘’Travelling President’’. During his presidency he has travelled abroad more than 30 times. It’s become somewhat of a national meme. Therefore, the largest travel agency in the country released a campaign, which centered around their ‘’Travelling President’’ and his frequent visits to different countries around the world. A dedicated website was updated real-time based on the Presidential agenda. Each trip triggered a discount for the same destination. A Twitter feed promoted news about countries the president had yet to visit, but that were showcasing innovation in various areas. In a country of 4 million people, 1.5 million visited the website and sales grew by 38% (during offseason!).
Why we love it:
A quirky real-time campaign driven by a hot local topic. There’s a fine line between mockery and humour. Destinos showcased the perfect balance between keeping it respectful and at the same time, producing a funny meme-worthy idea. The addition of real-time discounts was a good move businesswise, elevating it from ‘just-another-viral’ campaign to effective marketing.
3rd Place: AIS’ ‘Facebook Live Stunt’ by Choojai and Friends (AD Stars winner, Thailand)
Mobile usage on the road is a huge problem all around the globe, Thailand is no exception. Local telco AIS wanted to raise awareness around the issue and warn people about the dangers of using your mobile during driving or even crossing the road. They teamed up with popular influencers and pre-filmed fake road accident clips for each celebrity. These films were then broadcasted as Facebook Live content on the influencers’ pages (all at the same time to preserve novelty). The stunt resulted in 2.6 million views and more than 8,000 shares on social media. Within an hour, it became #11 world trending hashtag on Twitter and received coverage from countless media outlets.
Why we love it:
Instead of sad music, gruesome pictures or dramatic testimonials, AIS combined elements that really work: shock, social media and influencers. The combination of those three delivered results, proving you can and should address serious topics in a modern way. Modern in our times is equal to influencers and native social content, which doesn’t look or feel like an awareness ad.
Also on our shortlist this month:
Tourism Australia’s ‘Aussie News Today’ by Clemenger BBDO Sydney (Australia)
American Swiss’ ‘Drop the Hint’ by VML (South Africa)
KFC’s ‘Fried Chicken Bath Bombs’ by Geometry Global (Japan)
Our team of experts: Hando Sinisalu (CEO of case.digital) and Ann Kruuk (Growth Hacker and Co-Author of “BOGDM: The Storybook and Storybook 2”)