Glossy partnered with FCB/SIX on its data visualization meets e-commerce platform for LifeStyles condoms, Publicly Traded.
Launched in the Australian market, the new “STI Index” is determined by Google Search data around six key sexually transmitted infections: Chlamydia, HIV, syphilis, herpes, gonorrhea and HPV. The platform is driven by three real-time Australian search behaviours: STI names (e.g., searching “herpes”), symptoms (e.g., searching “painful urination”), and by geographic region (where those searches are happening).
The search information is presented on PubliclyTraded.com.au as data visualizations that resemble stock market charts, providing an at-a-glance look at which STIs might be on the rise (or decline), then combining all six into a single metric called the STI Index. The index drives dynamic inverse pricing for 30-packs of LifeStyles condoms: The higher the index in a particular region, the lower the price.
Here’s some of the coverage we obtained on the campaign: Contagious, Adweek, AdAge, Muse by Clio, The Drum, Little Black Book, Campaign, B&T, The Hustle, DesignTaxi, The Stable, Campaign Brief, LS:N Global, Mumbrella, Strategy.