NEW YORK,– MAR 22, 2016 – Epsilon, a global leader in creating connections between people and brands, today announced its work for GlaxoSmithKline’s FLONASE Allergy Relief Over-the-Counter launch won gold at the 2016 Shopper Marketing Effie Awards in the New Product or Service category.
Shopper Marketing Effie Awards honor effective campaign work that showcases the best utilization of shopper insights leading to customer engagements and purchases.
To bring FLONASE Allergy Relief to market, GlaxoSmithKline and Epsilon, its U.S. Shopper Marketing Agency of Record, employed an omnichannel strategy with support from contributing agencies Geometry Global and Brand Union. The product launch campaign was developed to help the more than 50 million allergy sufferers in the U.S. find a new level of complete allergy relief.
Simple, solution-focused messaging was communicated through banner ads, retailer websites and freestanding inserts. Targeted direct mail and emails created awareness about FLONASE Allergy Relief and educated the target audience — moderate to severe allergy sufferers between the ages 29 and 59 that are highly engaged in maintaining health and willing to pay more for premium products. Further excitement around the launch was generated through unique and impactful activations that included large scale events, mobile beacon activation, custom direct mail and distinctive digital strategies for brand engagements. At the time shopper elements were in the market, there was also national brand support for the launch, including TV spots, digital programs, annual media plan, PR and social media efforts.
“To successfully launch FLONASE Allergy Relief, we knew that we needed to get the product on the shopping list before consumers got to the store. Our challenge was standing out in a crowded category, and we achieved this with disruptive and engaging in-store activations, and an integrated omnichannel approach,” shared Karen Gebhart, Vice President, General Manager at Epsilon. “Epsilon is proud of this honor, which demonstrates the impact integrated communications and compelling creative had on shopper marketing efforts for our client, one of the biggest healthcare companies in the world.”
Winners of the 6th annual Shopper Marketing Effie Awards were celebrated on March 16th at the Path to Purchase Institute’s 2016 Shopper Marketing Summit.
Epsilon is a global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network, #1 U.S. Digital Agency Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit epsilon.com, follow us on Twitter @EpsilonMktg or call 1 800 309 0505.
About Effie Worldwide
Effie Worldwide is a 501(c)(3) nonprofit organization championing the practice and practitioners of marketing effectiveness. Effie Worldwide spotlights marketing ideas that work and encourages thoughtful dialogue around the drivers of marketing effectiveness. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant insights into effective marketing strategy. The Effie Awards are known by advertisers and agencies globally as the preeminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with over 40 global, regional and national programs across Asia-Pacific, Europe, Latin America, Middle East/North Africa and North America. Effie initiatives include the Effie Effectiveness Index, ranking the most effective companies and brands globally and the Effie Case Database. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.