The client requested a regular awareness GDN campaign for Nurofen painkillers. However this time Reckitt Benckiser didn’t have a lot of money, even by Ukrainian definition of “a lot”. Challenge for pharmaceutical products, especially headache pills, is that nobody cares and notices these ads unless they have a headache. The client couldn’t afford to waste banner impressions on those who were not interested in the product. We had to come up with the solution that will target banners on those who would actually need our painkillers.

With the data at hand we created 128 highly personalized banners and targeted correspondent risk groups according to the situation. Every banner consists of 3 parts: stress topic, weather trigger and location. Mixing them up, we have created a highly relevant data driven content.

To show banners precisely when a headache starts, banner rotation was synchronized with up-to-the-minute weather changes. For this purpose we created a script that analyses 8 weather related triggers: temperature drops and raises, high humidity, strong winds, stormy weather, extremely dry conditions, barometric pressure changes, magnetic storms in real time. With the help of Google API the script automatically manages ad campaigns in Google AdWords. No human interaction is needed.