Background

MAKING STI DATA SEXY Every year the Australian Institute of Health and Welfare (AIHW) publishes academic data on the spread of 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 design a platform that visualizes STI data in a way that builds engagement around a product's health and safety benefits. 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. Budget: $50,000 USD

Describe the creative idea (40% 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. LINKING SEX, STOCKS AND STIs Sex is a lot like stocks. Both have similar risk-to-reward profiles that appeal to young men between the ages of 18-35. According to the CFA Institute, young millennial men are 14% more likely to invest in the stock market than women. They also account for 56% of all new STI cases in Australia, according to the AIHW. We saw an opportunity to use this audience as the bedrock of our strategic foundation – informing the purpose, tone, and direction of the campaign.

Describe the execution (40% of vote)

HEIGHTENED USER EXPERIENCE From its real-time data-visualizations powered by the Google Trends API, to its Financial Times-inspired salmon pink colour-scheme – Publicly Traded uses meticulous experience design to create heightened interest and engagement at every touchpoint. “BRINGING THE DEAD FACTS TO LIFE” It starts with a market summary that gathers real-time Google search data on Australia’s six most active STIs: chlamydia, HIV, syphilis, herpes, gonorrhoea, and HPV. Our platform then visualizes the data into six separate stock charts so users can see how the “market” is performing throughout the day. An expandable portfolio tab educates users on each STI through individual charts, key symptoms, and historical information. DEEPENING RELEVANCE WITH EDITORIAL To further localize and drive relevance, our automated call pulls local STI-related news articles and activity into our platform via Microsoft Bing’s news API – keeping users informed on the latest STI-trends in Australia.

List the results (20% 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 Top 25 Contagious Ad Campaigns of 2020 – contagious.com