PUBLICLY TRADED

Bronze Spike

Case Film

Presentation Image

TitlePUBLICLY TRADED
BrandLIFESTYLES HEALTHCARE AUSTRALIA
Product / ServiceLIFESTYLES
CategoryA02. Healthcare
EntrantFCB/SIX NY, USA
Idea Creation FCB/SIX NY, USA
PR THEORY CREW Melbourne, AUSTRALIA
PR 2 GLOSSY Toronto, CANADA
Production EDITING HOUSE Toronto, CANADA
Production 2 GRAYSON MUSIC Toronto, CANADA
Post Production WINGMAN VFX Toronto, CANADA
Additional Company LIFESTYLES HEALTHCARE AUSTRALIA Richmond, AUSTRALIA

Credits

Name Company Position
Aldo Oosterman LifeStyles Healthcare Australia Senior Brand Manager
Marta Toth LifeStyles Healthcare Director, Global Marketing Strategy
Xian Wu LifeStyles Healthcare Global Brand Manager
Austin Chesterfield LifeStyles Healthcare Australia Associate Director Marketing
Ian Mackenzie FCB/SIX NY Chief Creative Officer
Colin Craig FCB/SIX Executive Creative Director
Andrew Bernardi FCB/SIX Associate Creative Director
Hemal Dhanjee FCB/SIX Copywriter
Steve Ierullo FCB/SIX Art Director
Ming Mikaeo FCB/SIX Designer
Eli Ferrara FCB/SIX Senior Strategist
Scott Sloggett FCB/SIX VP, Group Account Director
Shalta Dicaire Fardin FCB/SIX Group Account Director
Fraser Jackson FCB/SIX Account Director
Gillian Morrison FCB/SIX Director of Integrated Production
Venus Pun FCB/SIX Integrated Producer
Jacob Ciesielski FCB/SIX NY Consulting Chief Technology Officer
Luiz Costa FCB/SIX Consulting Development Director
Suraj Patel FCB/SIX Consulting Senior Business Analyst
Heung Lee FCB/SIX Consulting Front-End Developer
Tony Valderrama FCB/SIX Consulting Front-End Developer
Chris Ghouchandra FCB/SIX Consulting Senior Full Stack Developer
Nataliya Vislyanska FCB/SIX Consulting Quality Assurance Analyst
Ashish Mistry FCB/SIX Consulting Quality Assurance Analyst
Andrea Cook FCB/SIX NY President
Mish Fletcher FCB/SIX NY EVP, Global Growth
Melanie Mitchem FCB SVP, Director of Global Communications & PR: Melanie Mitchem
Ryan Hunt Married To Giants Editor
Liam Crawford Married To Giants Assistant Editor
Julie Axell Married To Giants Executive Producer
Mark Domitric Grayson Matthews Audio Design Music Producer
Brian Bernard Grayson Matthews Audio Design Sound Engineer
Nicholas Shaw Grayson Matthews Audio Design Music Producer
Shannon Stephaniuk Glossy Inc. PR

Why is this work relevant for Brand Experience & Activation?

MAKING STI DATA SEXY Every year the Australian Institute of Health and Welfare (AIHW) publishes academic data on the spread of sexually transmitted infections (STIs) in Australia. Yet, despite these data being made widely available, STIs such as syphilis and chlamydia have more than doubled in the past decade. With many condom brands in the category focusing on pleasure and performance, we saw an opportunity to create a brand experience that visualizes STI data in a way that builds engagement around the product's health and safety benefits.

Background

THE INTIMACY OF 1:1 In 2020, one of the most effective ways to deploy targeted, cross-platform advertising is through third-party cookies. However, by 2022 Google will no longer be supporting these cookies, leaving brands to find new ways of creating 1:1 relationships with their consumers. At the heart of this challenge is creating an e-commerce platform that keeps LifeStyles customers coming back, building engagement and loyalty. OUR OBJECTIVE Getting people to engage with LifeStyles on a 1:1 level, as measured by: ● First-party data (emails, phone numbers) ● Email engagement (Unique CTR, Unique Open Rates) ● Organic social growth ● Repeat visits Our brief: Reinforce LifeStyles’ position as a leading sexual health and wellness brand by creating a lasting relationship with consumers outside of the bedroom.

Describe the creative idea (20% of vote)

PUBLICLY TRADED Publicly Traded is a stock-market inspired, e-commerce platform for LifeStyles that uses compelling data visualization and an engaging discounting mechanic to create value for customers – inspiring them to provide their email address and phone number for future communication. Because STIs, like stocks, are Publicly Traded. COMBINING SEX AND SEARCH As Australians search their symptoms, our platform uses the Google Trends API to gather real-time data on Australia’s six top STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV. “BRINGING THE DEAD FACTS TO LIFE” Our algorithm pulls STI search data every 15 minutes, then visualizes it into six stock charts – so users can see how the “market” is performing. INVERSE PRICING MECHANIC Our six charts are aggregated into a single composite – The STI Index, which drives inverse pricing for LifeStyles Condoms. So when the need for protection is the greatest, accessibility for LifeStyles is the highest.

Describe the strategy (20% of vote)

STRATEGIC INSIGHT STI data is all about risk mitigation. And because risk mitigation is boring, STI data is inherently cold, unengaging, and low-interest. But if you could reframe the data around upside potential, you could unlock greater engagement. Our strategy has two pillars: #1. INVEST IN LONG-TERM RELATIONSHIPS Every decision was designed to create engagement, drive relevance and deliver value – with the end goal of incentivizing consumers to start a 1:1 relationship with LifeStyles. #2. LINKING SEX, STOCKS AND STIs Sex and stocks have similar risk-to-reward profiles that appeal to young men between the ages of 18-35. According to the CFA Institute, young men are 14% more likely to invest in stocks than women. They also account for 56% of all new STI cases in Australia (AIHW). We saw an opportunity to use this audience as our strategic foundation – informing the purpose, tone, and direction of the campaign.

Describe the execution (30% of vote)

TAKING STIs PUBLIC To launch, we pushed IPO-themed ads across Instagram, Facebook, and financial websites from July 22, 2020 to August 24, 2020 – encouraging Australians to ‘Invest in safer sex’ at PubliclyTraded.com.au. PULLING DATA, PUSHING ADS As we monitored our platform, we noticed STI-related searches were spiking late at night across the country. We activated against these trends by deploying hyper-targeted ads when and where STIs were trending. So if Chlamydia searches surged in Darwin at 2AM, or in Adelaide at 4AM – LifeStyles was there with relevant, contextual messages. FROM MERGERS & ACQUISITIONS TO EMAIL ACQUISITION Customers can buy in real-time or sign up for Price Alerts – an automated function powered by the Acoustic platform that triggers personalized notifications when condoms hit their desired price. Users can sign up for Price Alerts via email or SMS, providing LifeStyles with an opportunity for 1:1 communication.

List the results (30% of vote)

BRAND BUILDING 931% increase in social lift across Instagram and Facebook. 1.64 million earned media hits in the first month. CREATING ENGAGEMENT 207% increase in repeat visits vs. LifeStyles’ previous sexual health awareness campaign. 47.37% Unique Open Rate – Beat the retail/e-commerce industry benchmark by 72%. 21.05% Unique CTR – Beat the retail/e-commerce industry benchmark by 150%. LONG-TERM VALUE 100% increase in monthly CRM sign-ups, including email addresses and phone numbers. PR “A dramatically different, fresh era of condom marketing.” – PENTHOUSE “The D2C brand war is on.” – STRATEGY “This is as sexy as stocks get.” – THE HUSTLE

Links
Website URL