0
increase in Difflam sales
0
correlation to sore throat sales
0
position in the market maintained
Challenge
Difflam needed to defend its number 1 market share position within pharmacies at a time of increased competition from new category entrants and established rivals spending up to three times more in media.
However, planning media for the cold and flu season proves tricky as the season peak for colds and flu can shift significantly year-on-year. Vizeum had to develop a way to ensure media would be live when sore throats occurred.
Solution
No available data sources accurately tracked incidence of sore throats cases in Australia, making a data-driven strategy difficult. Traditionally, planners would use data from previous years as a guide and hoped that historic patterns continued, which was rarely the case.
Vizeum commissioned Data2Decisions to develop a game-changer: The Sore Throat Outbreak Monitoring System (STOMS).
Using over 30 data sources, STOMS was able to predict incidences of sore-throat cases across each state in Australia, enabling increased accuracy of media planning for longer lead-time channels, and the ability to tailor solutions for more responsive digital platforms.
Utilising STOMS, Vizeum worked with Dentsu Aegis Network partners to develop agile plans for sore-throat cases. Accurate long term forecasts also enabled planning of less agile media such as radio and OOH, with investment being split based on these trends.
Daily weather data also highlighted expected short-term fluctuations in sore-throats. Vizeum could then reallocate between states based on higher incidences.
Result
Never before had Difflam been armed with such a sophisticated system of media implementation. Despite increased competitive pressure and a significant decrease in the number of sore throat cases in 2016, sales of Difflam grew by an impressive 3%.
This growth enabled Difflam to maintain its number 1 position in market. When looking back, STOMS has also proven to be incredibly accurate with the model showing an 80% correlation to sore throat sales. Now Difflam has the confidence to plan for the unpredictable well into the future.
AriYoshi EEEEE
Esports terrestrial
Subway
SUBtember
Mountain Dew
Call of Duty: Fuel up for Battle
Footlocker
The Hunt
Moving Out
Original Game Development: The Chaotic Co-op Moving Simulator!
KFC Gaming Bucket
Connecting gaming to commerce
ViiV Healthcare: Delivering Unique Customer Journeys
Challenge
ViiV is focused on building customer experiences for healthcare professionals and patients. With the amount of digital noise that physicians hear every day, the client needed ...
Powerball Powerballad
A digital partnership breaking the rules of the category
Jaguar Kicking Goals
Using the power and culture of sport to drive brand growth and sell cars in a consistent declining luxury car market with tiny budget: Jaguar, Dentsu X, MKTG and Melbourne Football club score bi...
Big4 Digital Experience
Partnering with BIG4, Isobar produced a digital content platform to elevate your experience booking a local getaway.
BWM dentsu: If it’s not genuine, it could be from anywher...
Imitation and fraudulent car parts are a significant problem. This campaign warns that unless you demand the genuine article, who knows what you’ll get.
BWM dentsu: Remove the barrier – The Dylan Alcott Foundation
People with disability are twice as likely to be unemployed as their able-bodied counterparts. All because of a barrier we can’t see – the unconscious bias of employers.
BWM dentsu: Homeless Delivery - Deliveroo
95% of homeless Australians own mobile phones, but don’t have access to food.
We created a ‘Donation Tile’ in the Deliveroo app that allowed Homeless recipients to order free meals direct...
BWM dentsu: The Golden Nugget – Bowel Cancer Australia
Bowel cancer used to be an “old person’s” disease but it’s now the deadliest cancer among young Australians.
To get their attention and teach them the value of checking their poo, we crea...
BWM Dentsu: The Boxing Day Presale – Latitude Financial S...
Boxing Day is Australia’s biggest sales day. It’s also the busiest.
To launch Latitude’s new Low Rate Mastercard before Christmas, we helped customers beat the crowds by bringing Boxing D...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
Toyota
Transforming the role of retail
Kayo
Disrupting the sports consumer industry
TAB
Enhancing the buzz of playing the lottery online
Jetstar
Transforming the way people travel the world