Sanofi's allergy medication Allegra experiences tough competition from cheaper generics. Meanwhile, the product category has a difficulty in reaching people with allergies, partly because of a complicated marketing law. Sanofi therefore needed to find new ways to reach the pollen allergists, especially in spring when most of the sales are made, and the media coverage about pollen is big.

Pharmaceutical companies, however, have a low level of trust in the public and the media eye, which poses challenges to create impact in earned channels.

Concrete objectives:

Reach equivalent of 30% of Sweden's pollen allergists via deserved channels.

Increase range of Allegra in earned- and social media.

Transform how Sanofi communications in a regulated market.

The campaign consisted of the following parts:

Launch of the film and campaign Web: creating a first awareness of the initiative among golfers.

Launch of Allegra Facebook page: meant that Sanofi could reach allergies directly in social media.

Updating the event sites and TT calendar: secured visitors to local events. The introduction of the TT calendar facilitated media coverage.

Press Processing national media: creating impact of different localities and national media, as well as interest in the follow-up of the initiative.

Hosting 3 events at midnight during a week in Malmö, Gothenburg, Stockholm: created a strong connection to the brand and the product offered by Sanofi to the target audience.