Theraflu Tracker
GSK
Issue 53 | January 2020
Agency
Wunderman Bogota
Creative Team
Global CCO, Wunderman: Daniel Bonner Regional CCO, Wunderman Argentina: Dany Minaker Regional CCO, Wunderman Argentina: Sebastián Tarazaga CCO, Wunderman Bogotá: Diego Rodriguez Creative Director, Wunderman Argentina: Fernando Rossini Creative Directors, Wunderman Bogotá: David Mejia, Maicol Vera Art Directors, Wunderman Bogotá: Moises Martinez, Jorge Muñoz Head of Audiovisual Production, Wunderman Argentina: Maite Orlievsky
Other Credits
Data Science Global Chief Analytics Officer, Wunderman: Yannis Kotziagkiaouridis VP Analytics, Wunderman North America: Jean-Benoit Bataille Director Data Science, Wunderman North America: David Bartram-Shaw Senior Data Scientist, Wunderman Buenos Aires: Alexandre Divet Regional Business Manager, Wunderman Bogota: Ivan Moreno Project Manager, Wunderman Ciudad de México: Jennifer Zorrilla Project Manager, Wunderman Bogotá: Sebastián Fonseca Project Manager, Wunderman Bogotá: Maria Paula Cala Strategic Planner, Wunderman Bogotá: Nicolas Diaz Senior Data Analyst, Wunderman Bogotá: Alfredo Velandia Client Marketing Director, GSK Mexico: Ines Marques OTC Category Manager, GSK Mexico: Paola Mainero Respiratory Brand Manager, GSK Mexico: Sandra Espejel Junior Brand Coordinator, GSK Mexico: María José Sevilla Ecommerce Manager, GSK Mexico: Verónica Herrara Area Digital Marketing, GSK LATAM: Christian Trujillo
Date
May 2019
Background
The flu puts an incredible strain on the Mexican economy every year, more catastrophically it was the cause of over 500 hundreds deaths in 2018. A complex issue because of the impossibility of knowing when the flu will arrive because of geography, an impossibility until now.
Idea
GSK presents: The Theraflu Tracker The most accurate predictive model to calculate the risk of flue in real time anywhere in Mexico. Our innovative model connected GSK marketing and media plan to multiple data sources Allowing us to accurately predict and communicate through targeted banners the risk of flu in each of the 32 federal locations in Mexico.
We leveraged data from Mexico’s National Institute of Epidemiology Analyzed the past 8 years of infections cases And layered in over 50 weather variables from the last 7 years We included the analysis of keyword trends from Google And geolocated social media activity related to flu symptoms Our deep learning algorithms predicted where and when flu cases will occur With up to 97% accuracy. Building an index we customized Theraflu communications in real time, which acted as a warning, but more importantly as protection: at the right moment with a single click. With over 250 versions of our ads, and only 200.000 in media, we increased e-commerce sales by almost 200%. But more importantly we protected a nation giving everyone the power to feel better. The Theraflu Tracker, the best way to avoid the flu is by predicting it.