AI-driven campaign wins at Marketing Week Masters
Our ‘Cough Predictor’ campaign for Covonia won Best in Health at this year’s prestigious Marketing Week Masters awards. An additional accolade for a brand that has already secured recognition through numerous awards, including an IPA Effectiveness Award, Digital Impact Award, Drum Roses Creative Award and OTC Marketing Awards.
This latest, technologically smart campaign stole market share from the market leader, for a fraction of the budget, setting a new precedent in healthcare marketing.
Driven by our Agency ethos of continual improvement to increase effectiveness for our Clients, we created the innovative Cough Predictor. The tool harnessed state-of-the-art AI technology, developed in-house by our team of digital specialists, to forecast cough outbreaks by region with 95% accuracy. This allowed our media team to serve geo-targeted ads to users when we knew they would be most in need.
The resulting campaign saw Covonia smash the set sales and market targets.
Kelly Auty, Covonia Brand Manager at Thornton & Ross, says: “We operate in a competitive category and needed a drastically-different approach to achieve real cut-through. Working with Bray Leino, we were able to find a solution which puts us at the cutting edge of marketing communications.”
Kate Cox, Bray Leino CEO, says: “We’ve been working with Thornton & Ross for 25 years, creating effective, award-winning work for their brands. Long term partnerships require a continual desire to improve, to ensure Clients’ brands stand proud of their competitors. Blending the skills from of our strategic, digital and media expertise meant we were able to create and deliver a truly unique campaign unlike anything ever seen in healthcare marketing. It’s an achievement we’re enormously proud of, and this award is the cherry on top.”
To learn more about our healthcare campaigns and how we can help drive success for your brand, contact Austen Donnellan, Business Development Director.