impressions
Category: Advertiser
Solution: Verve DSP
Region: EMEA
Opportunity
GSK wanted to increase brand awareness for OtriNatura, their line of respiratory health products. The company sought to increase consumers’ recognition of the brand through a cross-channel approach of DOOH and mobile.
Solution
Using Verve DSPʼs (formerly known as Platform161) algorithm, OtriNatura anticipated customersʼ needs by serving weather-based DOOH creatives using real-time weather conditions. The DOOH creatives informed consumers about upcoming weather changes, such as a sharp drop in temperature, and used the appropriate creatives to encourage sales.
Ads were run on DOOH screens situated near high-traffic pharmacies at six key shopping malls across Ankara and Istanbul. DOOH-exposed audiences were retargeted via push notifications on mobile using audience data.
About GSK
GSK (GlaxoSmithKline) is a global biopharmaceutical company focused on specialty medicines, vaccines, and general medicines. OtriNatura is a brand of products offered by GSK, primarily focused on nasal cleansing and relief from congestion, irritation, and allergy symptoms. Their products include OtriNatura Plus Aloe Vera Nasal Spray and OtriNatura Breathe Clean Nasal Wash.
