Berocca Ignites 71% Listener Action with NumberEight’s Smart Targeting
by on 7th Aug 2025 in News
NumberEight, the pioneering ID-less audience intelligence company, has teamed up with streaming audio platform LiSTNR and media agency EssenceMediacom to help Bayer’s vitamin brand Berocca reclaim its status as Australia’s daily energy essential. Leveraging NumberEight’s ID‑less live‑moment targeting, the world‑first "Hack the Lag" campaign delivered 30 dynamic audio ads precisely when listeners experienced a dip in energy, driving exceptional engagement and brand advocacy.
As Australia’s leading effervescent vitamin, Berocca had long been pigeon‑holed as a hangover remedy. To broaden relevance, the brand tapped the combined power of LiSTNR’s premium inventory and NumberEight’s on‑device behavioural intelligence, which turns real‑time mobile sensor data (accelerometer, gyroscope, magnetometer, and more) into privacy‑safe moments and cohorts without any cookies or device IDs.
But how does live‑moment targeting actually work? NumberEight’s patented AI models process sensor signals on the handset to detect behaviours such as running, commuting or working in real-time—without ever needing to know the user’s details. When a "lag" moment is detected, the ad server selects the most relevant creative from a 30‑asset pool—tailoring the tone, message length and call‑to‑action to the listener’s real‑world situation—the right message to the right audience at the right moment.
Remarkable results unveiled
The campaign resonated immediately with listeners. More than 71% of those who heard a Berocca ad went on to take action, searching for the product, discussing it with friends, or adding it to their shopping list. This momentum carried through the funnel, with 48% of the exposed audience declaring they were now more likely to purchase Berocca. Perhaps most telling, brand love soared: Net Promoter Score leapt an impressive 60 points versus listeners who did not hear the ads, signalling a step‑change in advocacy and loyalty.
"It’s exciting to build a cost-effective campaign that reaches all of our target audiences, no matter where they are or what they are doing, highlighting for every Australian how Berocca Energy can support them through their day," said Jodie Lynch, head of marketing, Bayer Consumer Health.
Abhishek Sen, co‑founder & CEO, NumberEight, added, "This world-first case study of actual moment targeting is exciting to see in action. We’ve always believed that getting the right moment is critical for advertising to be effective and we’re extremely pleased with the results. Our collaboration with Bayer, EssenceMediacom and LiSTNR shows that privacy‑first behavioural intelligence can drive tangible, bottom‑funnel outcomes."
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