London, 23 May 2019: GSK has launched the UK’s first end-to-end, fully automated digital out-of-home (OOH) campaign trade for its Piri allergy relief products.
The campaign is fully programmatic from planning through to purchase of out-of-home inventory and uses specific event-based triggers such as MET Pollen Data, location criteria and spending parameters to determine which ads will appear when and where.
Devised by Publicis Media’s PlatformGSK, the campaign will be activated by out-of-home and location marketing specialist Posterscope using its proprietary global data management platform ECOS.
Pollen data by region will be pulled in automatically from the MET office and when it reaches the defined “high” or “very high” trigger levels in any given region, the ECOS platform will automatically request availability across a portfolio of sites, purchase only when spend criteria is met, and automatically serve the relevant ads at the optimum time.
The campaign goes live at the end of May and will run nationwide, on rail and roadside D6’s until the end of August.
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 PlatformGSK, said: “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.”
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About GSK / Piri
GSK is a science-led global healthcare company with a special purpose: to help people do more, feel better, live longer. Pirinase Allergy 0.05% Nasal Spray contains fluticasone propionate. Always read the label.
Publicis Media’s bespoke PlatformGSK unit brings together talent with expertise spanning healthcare, consumer strategy, analytics and digital business transformation to create an “end-to-end” marketing platform and global data hub in service of GlaxoSmithKline.
About Publicis Media
Publicis Media is one of the four solutions hubs of Publicis Groupe ([Euronext Paris FR0000130577, CAC 40], alongside Publicis Communications, Publicis Sapient and Publicis Healthcare. Led by Steve King, CEO, Publicis Media is comprised of Starcom, Zenith, Digitas, Spark Foundry, Blue 449 and Performics, powered by digital-first, data-driven global practices that together deliver client value and business transformation. Publicis Media is committed to helping its clients navigate the modern media landscape and is present in more than 100 countries with over 23,500 employees worldwide.
Posterscope is the world’s leading out-of-home and location marketing specialist with billings in excess of $3 billion. It knows more about what people think, feel and do out of the home and translates this understanding into compelling, creative and quantifiable solutions which make a meaningful difference to clients’ businesses. Posterscope has over 1,000 people in 61 offices located in 35 countries worldwide.