While all competitors were struggling to sponsor theWeatherNetwork.com website, the agency bypassed category exclusivity by concentrating all investment on The Weather Network mobile application. The agency demonstrated its agility by creating the first 'pollen index' on the app. A permanent branded icon was incorporated on the app to inform users on the current pollen index. The pollen index was updated in real time and acted as a reminder for consumers to use Allegra in order to enjoy their outdoor activities.

The pollen index on The Weather Network was an undeniable success. In a second phase, the agency tapped on this success and integrated 'pollen index' on homepages of major news portals throughout Canada.

Impact of this mobile campaign was tremendous: Sales increased by 11% and Allegra improved their market share by 40%, compared to previous year.