Chelsea Flower Show Print
Histallay
TBWA\London
The Challenge
Hay fever is a significant issue, affecting over 16 million Brits and severely impacting their ability to work or study. Introducing Histallay, a new hayfever treatment formulated by Dr. Reddy’s Laboratories, marking the company’s first consumer launch in any global market.
TBWA\London was tasked with driving awareness and consideration of Histallay among UK sufferers, while also emotionally connecting with a target audience whose condition is often dismissed.
The Solution
Spring may be the season of blossoming blooms and fabulous floral displays, but for those with hay fever, it brings streaming nostrils and watery eyes. In the lead-up to the Chelsea Flower Show, TBWA\London aimed to ease the minds—and sinuses—of every hay fever sufferer.
An advertisement was created that meticulously mimics the style of classic Victorian flower species prints. This ad ran alongside coverage of the Chelsea Flower Show in London’s Evening Standard, making it clear that only one brand truly understands the impending discomfort and offers the most effective relief.
The Results
The ‘What a Relief’ integrated campaign resonated exceptionally well with hay fever sufferers, particularly those with severe allergies. It achieved above-average increases in brand awareness, purchase intent, and custom message awareness among the target audience.
