Healthcare Marketing Impact Awards - 2024

Campaign: Allegra Airways
Agency/Firm: Edelman
Client: Sanofi (Allegra)

Climate change has made pollen seasons longer and air pollution negatively impacts air quality, leading more Americans than ever to suffer from allergies. And unfortunately, for some, that means sacrificing time outdoors.

To combat this, Allegra launched “Allegra Airways,” a navigation tool designed to provide real-time running, biking and walking routes with better air quality using live pollen and air pollution data. By tracking different types of pollen and trees, Allegra identified pockets of cleaner air to breathe within certain localities.

Working with agency Edelman, the brand also provided discounts to Allegra allergy medication and partnered with people including former NSYNC singer Lance Bass and allergist Dr. Kara Wada, to discuss the impact of pollution on pollen.

The brand also offered pedicab rides on routes with better air quality, while EV trucks shared directions to nearby hotspots with less pollen and pollution to drive the adoption of the tool.

According to the brand, the effort turned a 4% sales decline into 1.45% growth, moving Allegra from third to second in category share of voice and driving a 19 percentage-point improvement compared to last year. The campaign also led to $3 million in sales as well as the development of 206,943 clean routes within the service.