With the commencement of the spring hay-fever season, Zyrtec’s objective was, through its partnership with Weatherzone, to become the top-of-mind brand for spring and all year round allergy sufferers. Through high impact OTP placements across the Weatherzone mobile site along with banner sponsorship in the Weatherzone mobile and tablet apps across high-pollen days, the Zyrtec campaign generated high impact brand awareness of its products and significantly shifted purchase intention of the wider audience in general, but in particular its target audience. Research proved the effectiveness of contextually relevant advertising and reaffirmed mobile devices as a solid platform for future campaigns, with purchase intention increasing by as much as +49% points after exposure to the advertising.
