Our idea was to show the advertising only to those who have headache.

Thanks to the accurately gathered data (behavioral, demographic, geolocation, weather conditions), Nurofen advertising is maximum beneficial – it shows up to TA in the exact moment when it is needed. It looks like magic (technology actually): you started having a headache, and some guys on the Internet already know you have it.

A uniquely precise targeting based on automated data gathering and analysis.

Google AdWords keyword targeting helps to identify personal headache sources and show banners connected to user search requests. Each banner campaign additionally adjusted with AdWords social-demographic targeting (age, gender and location etc.)

To show banner in the exact moment when headache starts, the banner rotation is synchronized with the up-to-the-minute weather changes. For this purpose we created a script that analyses 7 weather related triggers: temperature changes, high humidity, high winds, stormy weather, extremely dry conditions, barometric pressure changes, magnetic storms in real time.

With the help of Google API the script manages ad campaigns in Google AdWords. For example, every time it recognizes the air pressure change, it activates ad campaigns that warn about the high possibility of having a headache out of pressure rise and shows them to people from the relevant risk group.

Campaign is not finished yet, but there are already first results:

- 9% sales grew during first week (no other media were involved during this period)

- Banners CTR was up to 570% compared to traditional retargeting banners in Google Display Network.