2021 Winner
BronzeWebsites/Apps/Mobile
MeritPromotion
LIfeStyles Healthcare
"Publicly Traded"
FCB/SIX
"Publicly Traded"
FCB/SIX
With many condom brands focusing on pleasure and performance, FCB/Six saw an opportunity to visualize STI data in a way that would help LifeStyles Healthcare engage differently with men in Australia, where STIs have more than doubled in the past decade.
In “Publicly Traded,” the agency engineered a stock market-inspired, e-commerce platform for the brand that used data visualization and a discounting mechanic to create one-to-one relationships with consumers. An algorithm pulled search data on Australia’s six top STIs every 15 minutes, then visualized it as individual stock charts so users can see how the “market” was performing throughout the day. The charts were aggregated into a single composite – The STI Index – which was used to drive inverse pricing for LifeStyles Condoms. So when the need for protection was the greatest, accessibility for LifeStyles was the highest.
To launch, the shop pushed IPO-themed ads across Instagram, Facebook and financial websites, encouraging young men to “Invest in safer sex.” The effort led to a 207% increase in repeat visits and a 100% jump in monthly CRM sign-ups.
In “Publicly Traded,” the agency engineered a stock market-inspired, e-commerce platform for the brand that used data visualization and a discounting mechanic to create one-to-one relationships with consumers. An algorithm pulled search data on Australia’s six top STIs every 15 minutes, then visualized it as individual stock charts so users can see how the “market” was performing throughout the day. The charts were aggregated into a single composite – The STI Index – which was used to drive inverse pricing for LifeStyles Condoms. So when the need for protection was the greatest, accessibility for LifeStyles was the highest.
To launch, the shop pushed IPO-themed ads across Instagram, Facebook and financial websites, encouraging young men to “Invest in safer sex.” The effort led to a 207% increase in repeat visits and a 100% jump in monthly CRM sign-ups.
Credits
Agency: FCB/SIX NYChief 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
Front-End Developer: Tony Valderrama
Senior Full Stack Developer: Chris Ghouchandra
Quality Assurance Analyst: Nataliya Vislyanska
Quality Assurance Analyst: Ashish Mistry
President: Andrea Cook
EVP, Global Growth: Mish Fletcher
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 Audio Design
Music Producer: Mark Domitric
Engineer: Brian Bernard
Producer: Nicholas Shaw
Media Agency: Theory Crew
PR Company: Glossy Inc.
Public Relations: Shannon Stephaniuk