Title	HEADACHE TARGETING BY NUROFEN
Brand	RECKITT BENCKISER
Product/Service	NUROFEN HEADACHE PILLS
Category	C03. Data Driven Targeting
Entrant	ISD GROUP Kiev, UKRAINE
Idea Creation	ISD GROUP Kiev, UKRAINE
Media Placement	ISD GROUP Kiev, UKRAINE
Production	ISD GROUP Kiev, UKRAINE

Name	Company	Position
Ihor Tulub	ISD Group	Creative Group Head
Viktor Shkurba	ISD Group	Creative Director
Alexander Savin	ISD Group	Technical Director
Andrew Sergeev	ISD Group	Head of Development
Mikhael Traverse	ISD Group	UX Director
Vladimir Bilets	ISD Group	Head of Analytics
Sergey Komlev	ISD Group	Lead Designer
Oksana Yermakova	ISD Group	Designer
Aliya Nasipova	ISD Group	Copywriter

The Campaign

Headache Targeting for Nurofen is a precise GDN targeting algorithm that identifies people with headaches in real time and shows them Nurofen Express banners. World Health Organization study states that 78% of all headaches are caused by stress. We identified stressed out people by analyzing Google search requests: divorce attorney, money loan, iphone pawnshop, sex therapy, etc. Stress alone acts like a foundation, the headache itself is triggered by rapid weather changes like strong winds, temperature changes, air pressure drops and others. This data was geathered and mixed up in order to create a real-time headache detection alghorithm.

Creative Execution

With the data at hand we created 128 highly personalized banners and targeted correspondent risk groups according to the situation. Every banner consists of 3 parts: stress topic, weather trigger and location. Mixing them up, we have created a highly relevant data driven content. To show banners precisely when a headache starts, banner rotation was synchronized with up-to-the-minute weather changes. For this purpose we created a script that analyses 8 weather related triggers: temperature drops and raises, high humidity, strong winds, stormy weather, extremely dry conditions, barometric pressure changes, magnetic storms in real time. With the help of Google API the script automatically manages ad campaigns in Google AdWords. No human interaction is needed.

The whole point of this campaign is to stay ahead of the curve and show headache banners the second a person realizes that he has got a headache. We managed to show people that we understand their pain, that we really do feel it. Thanks to a high level of personalization and precise targeting we were able to achieve following results. Banner CTR rose up to 570% compared to traditional retargeting banners in Google Display Network. During the campaign sales grew by 9% compared to the same period last year.

The media placement is built around Headache Targeting algorithm that uses google search requests and rapid weather changes to identify people with a headache in real time and show them Nurofen Express banners.

Insights, Strategy and the Idea

To show people that we really understand their headache and our product can effectively remove it, we created banners for every possible headache scenario. More than 1000 different types of search requests were sorted into 4 major groups: relations, work, finance and family. We mixed these groups with 8 weather triggers across 4 major cities. As a result we created 128 highly personalized banners that covered all headache scenarios.