2025 Winner

CASE SUMMARY

100 million people across North America suffer from seasonal allergies. The combination of climate change and allergens is lengthening the allergy season and making symptoms about three times more severe. Air pollution caused by the effects of industry and climate phenomena like wildfires has become more frequent and unavoidable. At this rate, 50% of the entire population will suffer from
allergies by 2050.

For too many, the worsening air quality meant having to stay indoors: 63% have been forced to stay inside because of their allergies, and 86% have canceled plans or avoided going outdoors on bad air days.

As a brand that exists to make breathing easier for everyone, Allegra wanted to develop a purpose-driven activation that would meaningfully improve the quality of life with allergies.

The brand’s objectives were to educate consumers about the pollen and pollution health, drive engagement with the brand beyond the pill, and increase sales by easing access to the product at the moments when consumers need it most.

Air quality can vary from street to street, with pockets of increased pollen and air pollution. The variability provides an opportunity to find areas of cleaner, more breathable air within localities.

Introducing “Allegra Airways” – the world’s first navigation tool that helps allergy sufferers find real-time routes with better air quality.

“Allegra Airways” is designed to provide real-time running, biking, and walking routes with better air quality. Covering all 9 million sq. kilometers of the U.S., down to an accuracy of 5 meters. Suggesting alternate routes with less pollen and less air pollution to their destination, powered by live data. Tracking 12 types of pollen and 7 types of air pollutants in real-time. Made accessible as a web-navigation tool (Airways.Allegra.com) that works across any and every device, whether you’re going to the park, to work, or even taking the kids to the playground.

Allegra offered coupons and product trials based on live air quality – poor air quality = bigger discounts on Allegra. Next, they crowdsourced voices to drive change, encouraging people to “report poor air quality locations,” helping them identify high-risk locales to share with civic authorities.

Airways launched with experiences at SXSW. Branded pedicabs o4ered rides on routes with better air quality and EV-digital trucks sharing routes with less pollen and pollution, driving adoption of the tool. Allegra also partnered with wellness influencers and celebrity and allergy users, Lance Bass who shared his story with millions of followers on how Airways helps him navigate his every day, together driving 3.5 billion earned impressions.

In just 5 weeks, the innovation and following campaign has made a significant impact on Allegra’s business and brand turning an undifferentiated, number three brand with declining sales, into and essential brand for allergy users,
reversing the sales decline.

First, both allergy sufferers and the wider public massively engaged. They created 685,000 clean routes with the tool and generated 301 earned media placements from the likes of People and USA Today driving 4.4 billion in
earned media impressions.

This moved Allegra from 3rd to 2nd in category share of voice, driving a 19%-point improvement for Allegra vs last year.

Next, in an undifferentiated market where Allegra was 3rd place, they’ve driven a 22% pts increase in brand love, a 50% increase in purchase intent, with 38% of people saying they’d switch to Allegra, a 17% increase in brand trust and a 16%pts increase in perceived brand competency.

90% of allergy sufferers now say “Allegra Airways” was ‘an eye opener’ and raised awareness of the health impacts between pollen and pollution and 87% of the general public say that “Allegra Airways” is critical in providing civic authorities with information on high-risk areas in order to enact change.

Now, 86% of sufferers say they’ll likely use the tool and breathe easier because of “Allegra Airways”.

Credits

Judy John, Global Chief Creative Office
Anthony Chelvanathan, Chief Creative Officer
Manasvi Abrol, SVP, Executive Creative Director
Anders Hallen, Head of Creative Innovation
Manuel Frank, Global Creative Chair for Health
Anna Wingard, SVP Group Design Director
Matt Webb, VP Design Director
Natee Likitsuwankool, VP Creative Director
Natalia Ahumada Arangos, Associate Design Director
Taj Reid, Chief Creative Officer, Global Chief Experience Officer
Zac Rybacki, EVP, Executive Creative Director
Tamara Sulliman, Vice President, Head of Production & Creative Operations
Ioana Brain, Senior Designer
Orla Mcnelis, Editor
Richard Keating, Editor
Colin Brain, Animator
Sebastian Lopez, Sr. Creative Animator
Brent Nelsen, Global Chief Strategy Officer
Debbie Lobel, Managing Director, Global Client Lead
Kaitlyn Kane, Account Supervisor
Courtney Miller, Executive Vice President, Head of Strategy
Cecile Nathan-Tilloy, Global Head of Client Strategy
Matt Sato, Executive Vice President
Katya Ramos, Senior Analytics Manager
John Morris, Vice President
Kelsie Schroeder, Research Manager
Adriana Gosler, Senior Vice President