Allegra, an allergy-relief drug owned by Sanofi, has put augmented reality (AR) at the heart of its brand transformation in Brazil.

In late 2018, the antihistamine product was made available over-the-counter in the country for the first time, having previously been restricted to people with a suitable prescription. And a mobile-advertising campaign, powered by AR and developed with media platform Teads, played a central role as it began to explore consumer-focused marketing.

This campaign utilized augmented reality – which overlays real-world imagery from smartphone cameras with digital content – to highlight the daily irritants that will be familiar to every allergy sufferer. Anyone who interacted with the brand’s ads, for instance, could depict the effect of various symptoms, be it a cartoon-like runny nose or watery eyes.

Rather than downloading an app to capture and share this AR-assisted content, these digital ad units were served in numerous web browsers, removing another unwanted irritation for many digital consumers, as they did not have to clutter up their phones with a space-hogging branded tool.