GSK is launching a fully automated digital out-of-home (OOH) campaign for its Piri allergy relief products.

Piri OOH Campaign

The activity goes live at the end of this month and will run nationwide at rail and roadside locations until the end of August.

James Carpenter, brand manager at GSK, said: “Innovation is a key value for GSK, so we asked PlatformGSK to find a way to represent this in our out of home execution. We weren’t disappointed. This flexible and fully automated approach will provide a guaranteed out of home presence for our Piri product range throughout the summer, but specifically in the moments when pollen levels reach their highest and customers are looking for hay fever relief.”

Charlotte Jackson, managing partner PlatformGSK, added: Data and technology sit at the heart of PlatformGSK’s approach, so we are delighted to bring the UK’s first truly programmatic outdoor campaign to market. We take an outcome-based planning approach and to be able to track, adjust and optimise in real time will ensure that we get the maximum value and effect from this innovative campaign.”