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GSK | Theraflu
Theraflu – AI Map

We helped consumers cope with the unpredictability of flu season by creating an AI based flu forecast. In return, our flu medicine (Theraflu) reached its highest market shares since 2013!

Challenge

Russia can be wet, cold and grey for months. So it’s the perfect place for flu and colds to thrive.

Theraflu is Russia’s biggest anti-flu medicine, with a 30% market share and 100% awareness.

But rivals, like Kagocel, were rewriting category rules by claiming to work for longer. So Theraflu needed to retain its leadership position.

Idea

We predicted the likelihood of catching a cold at any given time across Russia – the world’s largest country.

“The Theraflu Map” was a two-week forecast for each of the 82 regions across the country with real-time updates to encourage repeat visits to our website.

Our world first incorporated weather, category sales, social mentions and search requests. We then incorporated artificial intelligence and historical data to further improve the prediction rate to 95% accuracy.

Results

Sales grew by 12% year on year, compared to category growth of just 2%.

Theraflu grew five times faster than the category as a whole to earn its highest ever market share – 34%.

Awards and Recognition

  • Festival of Media Global | Silver: Best Use of Data and Insight
  • Festival of Media Global | Silver: Best Use of Geo-Location

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