The Allevia Pollen Passport

Client: Opella - Allevia

Allevia, the UK’s #1 hayfever brand, sought to grow beyond the April–July allergy peak, where 88% of spend occurs. With global pollen levels rising (+13% YoY), we uncovered a critical insight: over one-third of Brits book holidays in January—yet remain unaware of allergy risks at their destinations.

To seize this opportunity, Hearts & Science launched The Allevia Pollen Passport, a pioneering platform combining predictive data, contextual targeting, and personalised value. Powered by Ambee’s hyperlocal sensors and integrated with Tripadvisor and Amazon, it delivered real-time pollen forecasts, tailored travel recommendations, and discounts of up to 40%. Dynamic digital artworks visualised pollen conditions, while immersive placements across premium travel content and contextual Meta campaigns ensured visibility during peak booking season. Launching on Blue Monday amplified impact. With just 5% of the annual media budget, results were transformative: +17% brand recognition, +39% consideration, and a +10% January sales boost (+16% in Week 1). Engagement smashed benchmarks—225k Tripadvisor CRM opens (+40%), Expedia engagement 5x norm, and Meta IG Reels 3x benchmarks. By turning travel planning into a proactive allergy solution, Allevia redefined category conventions—transforming a seasonal brand into a year-round growth engine.