Condom campaign treats STIs like stocks

'Publicly Traded', a campaign that launced today in Australia from Lifestyles and FCB/SIX New York, uses real-time Australian search activity to generate stock-style charts about STIs. And like the famous (and much-awarded) 'Hungerithm' campaign from Snickers a few years back, the campaign uses that search activity to adjust pricing. Whereas 'Hungerithm' pegged candy-bar prices to the national mood, 'Publicly traded' makes condoms more affordable when and where STIs seem to be on the rise.

The platform looks at search data around the names and symptoms of chlamydia, HIV, syphilis, herpes, gonorrhea and HPV. This info is presented on PubliclyTraded.com.au as stock charts for each individual disease as well as an overall STI index. The index, in turn, controls the price of 30-packs of LifeStyles condoms: the higher the index in a particular region, the lower the price.

For lead capture, the site invites consumers to sign up for price alerts based on a target price of their own choosing. The campaign includes IPO-themed ads on social media and on financial websites, 30- and 15-second videos, GIFs and influencer marketing.

Ad Nut likes the live-data aspect of this campaign, and the transplanting of stock-market visuals and mechanisms to a different domain. Although STIs aren't the primary disease on people's minds these days, the campaign reminds us that they remain a potential risk. In fact, in the US, STD rates are reported to be on the rise as less people are going out to get tested and medical resources have been reallocated to COVID-19. And the analogy holds up really well, because in either sex or the market, you can take risks, but there's really no need to do so. Ad Nut advises that you use condoms, and invest in index funds for the long-term. Safe! 

CREDITS

Client: LifeStyles
Marta Toth, Director, Global Marketing Strategy at LifeStyles Healthcare
Xian Wu, Global Brand Manager
Austin Chesterfield, Associate Director Marketing, Australia
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

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