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Berocca drives 71% of viewers to take action with Advanced Behavioral targeting
Berocca set out to overcome declining brand relevance in Australia, where it was primarily known for hangover relief. The aim was to reposition Berocca as a daily energy and vitality solution, increasing relevance and sparking real behavioral engagement.
71%
took action after hearing the ads
48%
were more likely to purchase
+60pt
increase in Net Promoter Score
Introduction
Australia’s leading effervescent vitamin brand
Berocca, known for its energy-boosting effervescent tablets, faced a perception challenge in Australia: it had become synonymous with hangovers. To shift this narrow positioning, the Bayer brand partnered with EssenceMediacom, LiSTNR and NumberEight to deliver hyper-relevant, dynamic audio ads, positioning Berocca as an essential energy boost for all-day moments, from workouts to workdays.
Challenge
Rebuild relevance beyond hangover recovery
While Berocca effectively solved the problem of post-party fatigue, this focus limited its growth and relevance. The goal was to expand Berocca’s role as an all-day energy solution, making it the go-to choice for Australians facing morning workouts, busy commutes and afternoon slumps.
Results
Outstanding real-world engagement
Running the “Hack the Lag” campaign on LiSTNR with EssenceMediacom and NumberEight’s live moment targeting in Q3 of 2024, Berocca reversed brand health decline and positioned itself as an all-day energy ally, driving action, purchase intent, and stronger advocacy among Australian adults.
71%
48%
+60pt
Solution
Dynamic creative using live moment targeting
Berocca launched “Hack the Lag,” a world-first live moment targeting campaign developed in partnership with LiSTNR and NumberEight. By using live mobile sensor signals, the campaign identified real-time moments such as running, commuting or working, and delivered one of 30 tailored audio messages precisely when listeners were experiencing moments of lag. This approach delivered the most relevant message possible, at exactly the right time.
- Jodie Lynch, Head of Marketing at Bayer
