GSK has launched what it is claiming the be the UK’s first fully automated digital out of home ad – a campaign for anti-allergen brand Pirinase informed in real-time by MET Pollen Data.
Publicis Media developed PlatformGSK as a dedicated agency to service the GSK businsess, which in turn ran the system that can automatically buy media and deliver the creative using Posterscope tech when pollen count is high enough, and the spending parameters are met.
Met house pollen data (‘high’ or ‘very high’ trigger levels) can set off the process to serve the anti-allergen product to relevant out of home sights. The campaign has been running throughout May at rail and roadside.
James Carpenter, brand manager at GSK, said: “Innovation is a key value for GSK, so we asked PlatformGSK to find a way to represent this in our out of home execution. 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 at PlatformGSK, added: “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.”
Publicis Media’s PlatformGSK unit is a data wing designed to span consumer strategy, analytics and digital business transformation hub in the healthcare giant.