With Britons more prone to book a holiday in January and coinciding with Blue Monday, the Opella-owned antihistaminic brand Allevia teamed up with agency MRM Spain to launch an online tool that alerts passengers about the allergy risks they can expose themselves to while traveling abroad. Dubbed “Allevia® Pollen Passport,” the digital resource combines CX and Commerce to guide allergy-prone Brits in choosing a safer holiday destination.
Crafted alongside global air quality and pollen data company Ambee, the web app is able to analyze allergy risks in over 100 countries and 70000 cities around the globe. In bringing the platform to life, the Madrid-based agency joined forces with data design and technology consultancy CLEVER°FRANKE, which contributed to developing an interactive experience that allows users to check their new destination’s allergy potential and pollution levels when planning the upcoming holiday.
Upon visiting pollenpassport.com website, users are invited to discover the perks offered by the clever passport by typing in the destination they plan to go to and the date for the next adventure. Once fueled with the data, the app visualizes and interprets both the air quality index and pollen levels, eventually listing detailed information about the risks that might be active during the time of travel.
The results are delivered through stunning botanical artwork, accompanied by a discount code for up to 40% off Alevia, based on the pollen levels. Users are recommended to revisit the app five days before their departure, so they can get a real-time forecast of the allergens. The project also includes a collaboration with Tripadvisor, suggesting allergic guests outdoor activities they can enjoy.
“We know how important holidays are and nobody wants a highly anticipated trip ruined by an allergy flare up. We want to help people take control of their health by making it as simple as possible, this tool will really be a great aid to help travellers by giving them information and advice to prepare for their holiday and take control of their allergies before they’ve even left the UK,” explained Nick Linton, Head of UK Country Operations Opella.
Félix del Valle, Chief Creative Officer at MRM Spain, added: “With this platform, we leverage data and creativity to help Allevia (Telfast in Spain) build a useful and lasting relationship with its consumer base in the United Kingdom. The increasing challenges related to air quality pose a real need for innovations such as the Pollen Passport for travelers, and the integration of additional commerce helps Allevia® reach consumers in the right place and at the right time.”
CREDITS
Brand: Allevia
Agency: MRM Spain
