Don't Ignore a Cough

Prospan

Challenge

When briefed to help drive sales for Prospan, a kids’ cough remedy, last winter, with no real brand presence and a modest budget, we knew we needed to do something special. Our solution: we created the world’s first cough predictor. Rather than competing with pharma-giant budgets to get Prospan’s name in front of mums, research showed our main competitor, was in fact apathy. It seemed most mums were reticent to medicate their children, instead assuming coughs would sort themselves out over time. Through consumer sentiment monitoring, search analysis and primary qualitative research, we discovered a window of doubt open to us: Mums were regularly questioning ‘how long to wait before taking action?’ on online parenting forums.

Solution

For our programmatic and social buy, instead of simply targeting all mums, we looked to pioneer the science behind predicting a cough – hyper-targeting only mums who were primed to take action. To do this, we overlayed first party data with social, temperature, pollution and Medicare data, and built the world’s first cough simulator. Our real-time cough predictions then dictated when media budgets should be turned on… and off. 

Results

  • Click-through rates have surged by over 54%, with cost per click dropping by 67% – drastically reducing media costs and allowing our activity to stretch longer over the winter months.

  • But best of all, total unit sales have increased by 27% – proving the power of data is something you just can’t ignore.  

New Blog Posts

“AFFINITY have become an integral part of the business and are at the forefront of leading data-driven work.”

Recent Work

Recent Awards

  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • APAC Effies 2017

    • Finalist
    • Seasonal Marketing
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • MFA AWARDS 2017

    • Best Use of Data
    • Gold
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2017

    • Best Short Term Demonstration of Results
    • Gold
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2017

    • Best Communication Strategy
    • Silver
    • The most prestigious awards in the Australian media advertising industry
  • W3 AWARDS 2017

    • MARKETING EFFECTIVENESS CAMPAIGN
    • Gold
    • The W3 Awards honours creative excellence on the web, and recognises the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 AWARDS 2017

    • INTEGRATED CAMPAIGN
    • Gold
    • The W3 Awards honours creative excellence on the web, and recognises the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • B&T AWARDS 2017

    • FINALIST
    • Data-Driven Marketing
    • These annual awards are designed to recognise Australia's biggest and brightest advertising stars
  • WARC MEDIA AWARDS 2017

    • Grand Prix Winner
    • Best Use of Data
    • Warc's Media Awards recognise comms planning which has made a positive impact on business results
  • WARC MEDIA AWARDS 2017

    • Best Use of Data Special Award
    • Data-Driven Insights
    • Warc's Media Awards recognise comms planning which has made a positive impact on business results

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