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...