Best Advertising Rich Media Online Ad, Best Consumer Goods Rich Media Online Ad, Best Marketing Rich Media Online Ad, Best Retail Rich Media Online Ad

HALLS Cough Drops don’t just deliver temporary relief for coughs and sore throats due to colds and flus. They can also provide comfort during allergy season. In order to drive awareness of HALLS Cough Drops as a companion to allergy sufferers’ over-the-counter medications during the fall allergy season at Kroger, we created a display and mobile ad campaign that targeted the retailer’s core shoppers, female adults ages 25-54, suffering from fall allergies. For maximum relevance, timeliness and impact, we designed our campaign to be responsive to the current local weather conditions—only serving ads when it was raining, snowing, or below 50 degrees Fahrenheit. It would be at these times our target shoppers would be particularly attuned to the effects of the fall season. To further capitalize on the weather responsive nature of our campaign, we created ads that featured fun and engaging HALLS drop-inspired emojis with expressions that corresponded with the current allergy conditions outside. The emojis were a direct, yet playful and culturally relevant way of promoting HALLS drops a part of allergy sufferers’ fall allergy regimen at Kroger.

Contributors:

Partner, Director of Shopper Marketing:	Abbey Ash
Partner, Chief Creative Officer:	David Dolak
Creative Director:	Emmanuel Martirez
Sr. Art Director:	Krista Hayes
Sr. Art Director:	Susan DePaul
Account Manager:	Abby O'Donnell
Designer:	Rachel Ahrens
Designer:	Danielle Ahmbry
	MaxPoint
	Sizmek

PHOENIX CREATIVE CO.

Location: USA