Challenge
GSK’s products and solutions help people across Mexico fight the cold and flu season. But the most complex issue is being able to predict the right time to communicate with customers, highlight the problems, and mitigate the risks associated with the spread of the disease. This silent, invisible condition can slow down the economy and put lives at risk.

Inspiration
Cold and flu season has become a significant public health problem in Mexico. In 2018 alone, more than 23.8 million acute respiratory infections and 500 deaths were due to influenza.

Given that artificial intelligence and predictive data modelling has enabled business and industries all over the world to accurately predict future states and influence positive behavioural change in real-time, could the creative application of data inspire the most impactful use of messaging as a solution to ultimately save lives?

Idea
GSK created Theraflu Tracker, the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

Leveraging eight years of infection data from the National Institute of Epidemiology, they layered in weather data from more than 80 cities, considering over 50 variables such as temperature, weather, humidity, etc. and analysing word trends in Google searches geolocating social media activity related to flu symptoms. This enabled us to accurately and efficiently deploy GSK’s Theraflu product messaging and customer experiences across Mexico precisely the right moment ahead of the approaching disease.

Credits
Brand:GSK
Product: Flu-Tracker
Campaign: Theraflu Tracker
Agency: Wunderman Thompson

Tags: Innovation, Pharmaceutical, Data, Creative Commerce, Technology, Location, Mobile, Wunderman, Wunderman Thompson, Mexico, Latina, GSK, Experience, Award-Winning, Theraflu, flu tracker, Health