TEMPERATURE DOES MATTER by Mindshare Milan for Kleenex

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TEMPERATURE DOES MATTER

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market Italy
Agency Mindshare Milan
Released April 2013

Credits & Description

Advertiser: KLEENEX
Agency: MINDSHARE
Category: Best Use of Digital Media
Media Manager: Emilia Elmo (Mindshare)
Media Manager: Marta Parmigiani (Mindshare)
Media Manager : Valeria Vergani (Mindshare)

Execution
The first example of temperature prompted advertising: a thermometer activated pointer.We partnered with the Italian weather forecast website, Ilmeteo.it. Adv alerts were set ≤3°C for north Italy, ≤6°C for centre and ≤10°C for the south, in order to be always in the right «cold-risky» context. Where the temperatures were lower than the setted ones, the temperature indicator became an hyperlink to the mini-site and the pointer, mouse-over became a tissue box with the text tag 'Cold or Flu?'.

Strategy
Differentiate Kleenex from competitors by establishing a relationship with consumers in a low engagement category. Seasonal flus and colds are directly influenced by temperatures, that change day by day and region by region. This is particularly true in a country so stretched like Italy.

Effectiveness
1.A media first that differentiate Kleenex from competitors2.x3 click through rate vs site average3.67 seconds average time spent on special mini-site