The Allevia Pollen Passport campaign, by Hearts & Science, won Gold in Media Healthcare/Pharma and Media Use of Data & Insight at The Drum Awards, transforming Allevia into the UK’s #1 hayfever brand by leveraging global allergy intelligence and personalized technology to boost brand recognition and consideration.
In just three years, Allevia has transformed from a new entrant into the UK’s #1 hayfever brand, hailed by sufferers as a "miracle cure" and a "game changer." In 2024, while generic competitors eked out minor gains, Allevia outpaced category growth by +3pp, rocketed +10% in consideration, and saw a +5% surge in superiority claims. But with a large majority of category spend concentrated during the April–July peak, our challenge was clear: how could we grow penetration outside of the traditional UK hayfever window?
The Big Idea: The Allevia Pollen Passport
We launched a first-of-its-kind: 'The Allevia Pollen Passport'—a revolutionary blend of global allergy intelligence, personalized value, and creative technology built to transform travel planning into a proactive allergy solution.
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Making It Happen: Predictive, contextual, and personalized
At its heart, the Pollen Passport transformed real-time global pollen data into a seamless, personalized experience—helping people choose holidays with clarity and confidence. This wasn’t just another tracker. Powered by machine learning, and integrated with Tripadvisor and Amazon, it offered personalized forecasts, actionable insights, and tailored discounts.
We brought the data to life as dynamic digital artworks and marked spikes in pollen levels through activations across Tripadvisor, Epxeida, and Mobkoi. Supported by smart contextual Meta campaigns and Teads retargeting. Whether scrolling, searching, or booking, the Pollen Passport was impossible to miss for those booking a holiday in January.
Results: Game changing growth
The Allevia Pollen Passport challenged the conventions of what’s possible in the Allergy category outside of the typical Seasonal tentpoles with just 5% of our total annual media budget. Across every media platform, the campaign smashed benchmarks, we saw an incredible +17% increase in Brand Recognition and a +39% surge in Consideration.
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Hearts & Science
Hearts & Science, an Omnicom Media Group agency, transforms data signals into meaningful connections between brands and consumers that drive exponential growth. Purpose-built...