WeatherBug^®

Mobile Advertising Case Study:
A Leading OTC Allergy Medicine

Campaign Objective:

• Increase awareness and purchase consideration of allergy medication for seasonal allergy sufferers

Campaign Strategy:

• Launch a display advertising campaign on the WeatherBug mobile platform and within the Allergy Section of the mobile website Quantify the effects of the mobile ad campaign with an Insight Express Mobile AdInsights℠ study

Results:

• Overall, the campaign was successful at increasing Unaided Brand Awareness, Message Association, Mobile Ad Awareness, and Purchase Intent
• The campaign had above average results and outperformed the InsightExpress Mobile Norms in Unaided Awareness, Message Association and Mobile Ad Awareness
• The campaign had a powerful overall branding effect performing well across age groups and resonating strongly with both males and females
• Respondents who buy allergy medicine monthly or more responded best to the campaign, but it is important to note that the campaign also positively impacted non-sufferers

Source: InsightExpress Mobile AdInsights Study, Spring 2009