As a global leader in consumer health, Haleon supports consumers across a broad range of categories, from oral health and digestive health to pain relief and respiratory care. In Greece, Otrhinitis plays an important role in helping consumers manage seasonal allergy symptoms, providing effective respiratory relief when it matters most and supporting everyday wellbeing.
Advertising nasal sprays in the allergy segment comes with a unique challenge. Consumer need is highly seasonal and episodic, often driven by external conditions such as pollen levels, weather changes, and environmental triggers. This makes traditional always-on campaigns less efficient, as media may reach users when symptoms are not top of mind.
The category is highly competitive and already familiar to many consumers. Standard awareness campaigns alone are not enough to drive incremental engagement. Brands need to stand out with contextual and compliant communication that connects directly to real consumer needs, shared Elena Paschou, Brand Manager for Respiratory and Cold & Flu at Haleon Greece.
To maximize impact during peak allergy periods, Haleon partnered with Publicis Groupe and Eskimi to deliver a targeted digital campaign across key Greek cities, reaching consumers at the exact moment they were most likely to seek relief.
Moving from always-on to triggered relevance
The Otrhinitis campaign in Greece was designed as an upper- and mid-funnel activation, focused on driving awareness and consideration while reinforcing the brand's relevance in the allergy category.
The campaign targeted a broad audience across Greece, with activation focused on key cities including Athens, Thessaloniki, Patras, Heraklion, and Larissa.
Instead of relying on regular campaign scheduling, Haleon introduced a weather-triggered activation model. Using weather API data, the campaign could activate when pollen or allergy-related environmental conditions indicated a higher likelihood of symptoms.
Instead of a standard always-on approach, we introduced a weather-triggered activation model based on real-time pollen and environmental data, enabling media to activate only when allergy symptoms were most likely to occur. This allowed us to align communication directly with consumer need states, increasing both relevance and impact, noted Nikos Salachas, Media Manager at Haleon Greece.
This shifted the campaign from planned exposure to real-time relevance. By aligning media delivery with symptom moments, Otrhinitis could appear when consumers were more receptive to allergy-related messaging. This helped reduce media wastage, improve contextual relevance, and create a stronger connection between real-life conditions and brand communication.
Creative that arrives at the right moment
To make the activation more impactful, capturing audience focus required premium creative delivery.
The creative execution helped Otrhinitis go beyond standard display advertising and create a more engaging brand experience.
Setting a new strategic benchmark
The Otrhinitis campaign sets a benchmark for precision-driven media, where timing, relevance, and attention become as important as reach.
The campaign delivered 4.5 million impressions, reached 2 million unique users across Greece, and maintained strong media quality, with 74% viewability.
By triggering ads only during moments of high environmental relevance, the campaign delivered clicks that significantly exceeded plan by 3.37x, reaching a 0.48% CTR.
Beyond standard media metrics, the campaign used attention measurement to understand whether users were truly noticing the ads.
- Attention: The campaign achieved an APM (Attention Per Mille) of 1,160, performing 35% above the benchmark and demonstrating strong attention quality.
- View Rate: 46% of impressions were viewed, outperforming the benchmark by 35%, highlighting the effectiveness of the activation strategy.
- View Time: Users spent an average of 2.51 seconds actively viewing the ad, exceeding the benchmark and confirming sustained engagement.
In this campaign, attention data confirmed that the campaign was not only reaching users, but also capturing and sustaining their attention effectively, with performance exceeding benchmark levels, shared Nikos Salachas.
This provided a deeper layer of validation and demonstrated how adaptive, real-time activation can translate relevance into measurable media impact. More importantly, it highlighted a clear opportunity for brands to:
- Invest media budgets more efficiently by reducing wastage and reaching consumers when messaging is most relevant.
- Build stronger consumer connections through communications that align with real-life conditions and needs.
- Scale innovation across markets and categories, particularly those influenced by intermittent or seasonal demand, such as allergy, cold & flu, and pain relief solutions.
