Clarityn operates in a highly commoditised market, with hayfever sufferers seeing their symptoms as an uncomfortable by-product of the change in the seasons to be endured or ultimately relieved – usually with a last minute purchase.
Clarityn’s ambition was to bring their “Live Clarityn Clear” message to life for the UK’s many hayfever sufferers in all channels.
By making pollen visible and engaging, Clarityn were able to keep the brand top of consumers’ minds to make it part of their consideration set when choosing a hayfever product, and some users were so impressed they said they would only buy Clarityn in the future!
Our insight showed that because pollen is by and large invisible, people haven’t got a mental picture of how bad the pollen count is for that day – or indeed for tomorrow.
They just know when it is high. And as such a high pollen count is something that ‘happens to them’ rather than something to be understood and planned for.
The app was seeded to over 20,000 users through a Clarityn ‘Clear Thinking’ Facebook game – a fun and engaging wordplay game based on clarity of thinking.
The game was linked the key brand messages around clarity of thought and ‘living Clarityn clear’ and enticed users to the Clarityn website which in turn drove iPhone users to iTunes to download the app.
The results perfectly illustrate how much value iPhone users placed on this innovative app, with over 11K installs in the first 24 hours!
The app was the No.1 Free UK weather app for over 8 weeks and received over 3000 ratings.
T3 magazine positioned the app at #33 in it’s “Best free iPhone Apps 2010” list with over 184K downloads at the end of August 2010.