In spring 2009 Benadryl Allergy Relief declared war on allergies with an award winning TV spot called War.

The TV spot presented the outdoors as a battleground by juxtaposing footage of bees, plants, sycamore seeds and pollen spores with the sounds of war – Tommy guns, helicopters, bombs and explosions.With the TV spot up and running a fully integrated campaign was now needed to maintain the high ground for 2010, so we created a website in the form of an underground bunker, a Benadryl Intel allergy app and a series of banners and skyscrapers that used similar imagery to the TV spot.

The first prong of the attack was to build the bunker.

This shelter was to be manned by The Benadryl Resistance and would provide a place for users to get real time pollen updates, advice on symptoms, intelligence on allergies and product information.Another area of the site provided a place for users to join The Resistance.

After joining they could receive SMS pollen alerts and download the free iPhone allergy app.The app enabled users to get the latest pollen count on the move and locate the nearest retailers.Banners, skyscrapers and MPUs identified a cross section of dangerous allergens, and dramatised Benadryl’s USP as the fastest acting allergy relief available without prescription.

The hay fever has only just begun and consequently our campaign has only been live for a short time. Because of this it is too early to get any real idea of how successful it has been.