What did the campaign involve? Creative agency Grey London chose experiential marketing specialist Look Media to handle a one-day guerilla campaign for Piriton, pharmaceutical company GlaxoSmithKline's (GSK) anti-allergy product.

The activity took place between 8am and 4pm on 22 May at the Chelsea Flower Show and aimed to highlight the different allergens - ranging from cabbage and squirrel fur through to the more common tree, flower and grass pollen - that Piriton can be used to treat.

Various elements of the campaign, which marked the first collaboration between GSK and Look Media, were positioned at key locations along the main access routes to the show venue, the Royal Hospital Chelsea, ensuring that the vast majority of visitors were exposed to it. Look Media staff were on hand to point out all the things that can cause allergies in the summer.

Three branded Smart cars, six ad scooters with poster trailers, 15 sign-holders and 15 of Look Media's very own Look Walkers (staff wearing illuminated backpack billboards) patrolled the vicinity of the show, while a traditional Routemaster bus, decked in flowers, provided visitors with free rides between Victoria Station and the venue.

Guests were also given reusable hessian shopping bags containing tissue packs and information on the causes and prevention of hay fever.

What were its objectives and target market? To raise awareness of Piriton as the key hay fever remedy on the market among the show's visitors, and to inform them about the many other allergens that the product can be used to treat.

How many individuals did it hope to reach? The target figure was 31,000 - the expected number of daily visitors to the Chelsea Flower Show.

Is it part of a broader marketing campaign? The guerilla element was part of a larger communication strategy employed by Grey London that included radio advertisements and re-runs of the TV advertisement 'What's your allergy?'

How is the success of the campaign being evaluated? There was no measurable element to the campaign, making it difficult to assess. The client was concentrating solely on awareness of - and association with - the product.

Contacts

Grey London
www.grey.co.uk
(020) 3037 3000

Look Media
www.lookmediauk.com
(020) 8600 2615