The Allevia Pollen Passport

Client: Opella - Allevia

Allevia, the UK’s #1 hayfever brand, sought growth beyond the April–July allergy peak, where 88% of spend occurs. The insight? Over one-third of Brits book holidays in January—yet pollen risks at destinations remain invisible. With global pollen levels rising (+13% YoY), this was a golden opportunity.

Enter The Allevia Pollen Passport: a first-of-its-kind platform blending 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 high visibility during peak booking season. Launching on Blue Monday amplified impact. With just 5% of the annual media budget, results were game-changing: +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 meeting consumers at the spark of travel planning, Allevia redefined allergy marketing—turning a seasonal category into a year-round growth engine.