Smart DOOH campaign from Fachwerk responds to pollen count
During hay fever season, Fachwerk Advertising relies on data-driven marketing. A programmatic DOOH campaign for Bilaxin Lingual responds in real time to pollen levels.
Spring marks the start of the hay fever season for many people - and for A. Menarini, it is the perfect time to make the anti-allergy drug "Bilaxin Lingual" visible in a targeted manner. In collaboration with Fachwerk Advertising, the company is relying on a programmatic DOOH campaign that reacts to the pollen count in real time.
The trilingual campaign uses data-driven marketing and is played out when pollen counts are high or very high. The basis for this is current pollen data from MeteoSwiss, which ensures that the advertising material is activated with pinpoint accuracy - precisely when the target group is most affected.
In addition, the campaign includes pharmacy screens that are integrated into regular postings and are also amplified programmatically as soon as the pollen count exceeds a critical threshold. In this way, the visibility of "Bilaxin Lingual" is maximized when the symptoms are at their most intense.
The campaign runs during the months of April and May 2025 and shows how modern technologies and the targeted use of data enable efficient and precise communication with the target group. The advertising material was adapted on the basis of existing materials from A. Menarini.
Responsible at A. Menarini: Nathalie Le Mée. Responsible at Fachwerk Advertising: Angela Lerch (Senior Consultant), Stefanie Schnyder (Consultant), Dave Seiler (Motion & Graphic Design).
