AstraZeneca Floats Allergy Spray Ads

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AstraZeneca debuted a floating Internet ad campaign Oct. 24 for its Rhinocort Aqua allergy nasal spray on Weather.com.


Agencies NetPlus Marketing Inc., Conshohocken, PA, and United Virtualities, New York, developed the floating ads, or Shoshkeles, that began running on the weather-related site this week.


The campaign is expected not only to brand the product but to help Wilmington, DE-based AstraZeneca educate and interact with consumers.


In the first ad, a tissue appears on the screen followed by the sound of sneezing, which causes the tissue to dart around the screen. The animation ends in a Flash banner, which delivers a branding message for Rhinocort Aqua. The second Shoshkele features a Rhinocort Aqua bottle on the screen. The cap lifts off and the Rhinocort Aqua butterflies stream out of the bottle and fly across the screen, ending in a branding message.


Clicking on the banner takes visitors to a Rhinocort Aqua information page.


"The Internet has been a proven channel for us to connect with and educate customers," said Jennifer Ogorzalek, ePromotions manager for AstraZeneca (U.S.) -- Rhinocort Aqua. "The Shoshkele ads extend our current efforts to invite the consumer to interact with our brand in a way not possible with other forms of media."


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