Campaign details
Brand: ProspanBrand owner: FlordisLead agency: AffinityCountry: AustraliaIndustries: Non-prescription, OTC productsMedia channels: Mobile & apps, Online display, Print - general, unspecified, Programmatic displayBudget: Up to 500k
Executive Summary
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...