Drive awareness and engagement through geomarketing and omnichannel data.
The context
Nasal polyposis is a complex chronic disease that remains largely unknown, unidentified and misunderstood by the general public. To raise awareness, Sanofi and the Regeneron laboratory, together with the agency Re-Mind PHD, partnered with Azerion to launch a national campaign that ran from October 1 to 31, 2025.
The challenge
The core challenge was to go beyond traditional mass advertising and embed the campaign’s message meaningfully into the patient’s actual healthcare journey – reaching them where it matters most. For Azerion, this meant turning geolocation data into actionable insight and asking the key question: how to identify the most strategic locations and engage the audience exactly when they are receptive, attentive, and focused on their health? The goal was not just visibility, but creating meaningful impact.
The solution
To bridge physical exposure with digital engagement, the campaign implemented an innovative, two-phase omnichannel strategy, powered by the proprietary geomarketing tool, Azerion Mobile Proximity:
Phase 1 – Physical Anchoring (DOOH): By carefully mapping precise Points of Interest (POIs), Digital Out-Of-Home (DOOH) screens were targeted exclusively inside the waiting rooms of medical centers and health clinics. This approach successfully captured a captive audience in an optimal state of reception.
Phase 2 – Digital Amplification (Mobile In-App): Using Bid Listening and a proprietary Software Development Kit network (SDK integrated into partner apps), the system captured the anonymized Device IDs of the individuals physically exposed to the DOOH panels. These specific users were then retargeted with mobile display ads (interstitials and MPUs) directly within their mobile apps to reinforce the message.
The results
The campaign delivered outstanding performance and successfully boosted awareness of nasal polyposis among the target audience.
Media Delivery & Engagement:
The campaign delivered strong media performance across DOOH and mobile channels.. Digital retargeting achieved a strong display Click-Through Rate (CTR) of 0.96%.
Brand Lift:
Memorization of the campaign strongly reinforced knowledge of the disease, showing a +19 point increase compared to non-exposed individuals. Action intent was also maximized (+12 points vs. non-exposed).
Search Intent Impact:
During the campaign period, there was a +129% increase in search queries for “Nasal polyposis” (“Polypose nasale”) and a +34% increase in searches for “ENT” (“ORL”).
About Azerion
Founded in 2014, Azerion (EURONEXT: AZRN) is one of Europe’s largest digital advertising and entertainment media platforms. Azerion brings global scaled audiences to advertisers in an easy and cost-effective way, delivered through their proprietary technology, in a safe, engaging, and high-quality environment, utilizing our strategic portfolio of owned and operated content with entertainment and other digital publishing partners.
Having its roots in Europe with its headquarters in Amsterdam, Azerion has commercial teams based in over 26 cities around the world to closely support our clients and partners to find and execute creative ways to really make an impact through advertising.
For more information visit: www.azerion.com