Brand owner: Flordis
Lead agency: Affinity
Industries: Non-prescription, OTC products
Media channels: Mobile & apps, Online display, Print - general, unspecified, Programmatic display
Budget: Up to 500k
Last winter, Prospan was the little kid's "cough remedy that could".
The Prospan project defied the odds and surpassed expectations notwithstanding:
- A relatively tiny budget;
- A growing competition;
- A confused and conflicted target;
- One of the hottest winters on record.
With everything stacked against it, a winning combination of finding and leveraging existing behaviours, and using big data to build a predictive algorithm, the perfect message was delivered at precisely the right time to concerned Australian mums.