Lifestyles condoms launches dynamic pricing based on online searches for STIs
Sexual wellness brand Lifestyles is sending a message about the spread of sexually transmitted infections (STIs) with a project that tracks live Australian search data for each of the conditions.
‘Publically Traded’ appears like stock market charts showing at a glance when STIs might be on the rise. This drives dynamic online pricing for Lifestyles’ products. For example, when transmission of STIs are on the rise, condoms become cheaper. Visitors to the site can set up price alerts for Lifestyles’ 30 pack of condoms as it changes inversely to the data.
The campaign is aimed at males aged 18 to 34 who have shown interest in DIY stock market investing, with the idea that STIs are ‘publicly traded’.
Australian search data is tracked for six key STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea and HPV. The ‘STI Index’ also tracks searches for symptoms and the geographic region the searches are taking place.
According to the Australian Institute of Health and Welfare, STI rates have increased across Australia throughout the past decade. Gonorrhoea cases tripled between 2008 and 2017 and chlamydia has increased by a multiple of five.
Creative data agency, FCB/SIX New York is behind the campaign.
Chief creative officer, Ian Mackenzie, said: “There’s a lot of data out there on STI rates. Unfortunately, in the heat of the moment it’s really easy for people to ignore that data. Publicly Traded brings the data to life in a way that gets our target – literally – invested in its outcomes, and drives dynamic pricing in a way that puts Lifestyles on the frontiers of e-commerce.”
Marta Toth, director of global marketing strategy at Lifestyles Healthcare, added: “Raising awareness about the importance of safe sex is central to our company’s mission, and we are continuously seeking ways to deliver that message in a meaningful and impactful way.
“The beauty of this campaign is that it approaches education on STIs in a fresh new way while seamlessly providing easy access to condoms.”
The charts are available on the campaign’s website. The campaign will also be supported by 15 and 30-second videos, the release of GIFs on social media and influencer marketing.
Credits
Client: Lifestyles
Client: Marta Toth, Director, Global Marketing Strategy at LifeStyles Healthcare
Client: Xian Wu, Global Brand Manager
Client: Austin Chesterfield, Associate Director Marketing, Australia
Client: Aldo Oosterman, Senior Brand Manager, Australia
Agency: FCB/SIX NY
Chief Creative Officer: Ian Mackenzie
Executive Creative Director: Colin Craig
Associate Creative Director: Andrew Bernardi
Copywriter: Hemal Dhanjee
Art Director: Steve Ierullo
Designer: Ming Mikaeo
Senior Strategist: Eli Ferrara
VP, Group Account Director: Scott Sloggett
Group Account Director: Shalta Dicaire Fardin
Account Director: Fraser Jackson
Director of Integrated Production: Gillian Morrison
Integrated Producer: Venus Pun
Chief Technology Officer: Jacob Ciesielski
Development Director: Luiz Costa
Senior Business Analyst: Suraj Patel
Front-End Developer: Heung Lee, Tony Valderrama
Senior Full Stack Developer: Chris Ghouchandra
Quality Assurance Analyst: Nataliya Vislyanska, Ashish Mistry
President: Andrea Cook
EVP, Global Growth: Mish Fletcher
EVP Global Strategy: Fern Potter
SVP, Director of Global Communications & PR: Melanie Mitchem
Editing House: Married to Giants
Editor: Ryan Hunt
Assistant Editor: Liam Crawford
Executive Producer: Julie Axell
Online Facility: Wingman VFX
Music and Sound Design: Grayson Matthews
Music Producer: Mark Domitric
Engineer: Brian Bernard
Producer: Nicholas Shaw
Media Agency: Theory Crew
Account Director: Angela Reynoldson
Account Manager: Isabella Donato
Public Relations: Shannon Stephaniuk, Glossy
This is good, I guess… but it’s also exactly the mars bar campaign except with condoms. hungerithm meets herpes?
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I’m surprised that so many people were willing to put their name against an idea that’s identical to Clemengers campaign for Snickers.
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And the Mars campaign was nothing new either. That’s not the point.
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