Publicly Traded - Sex, Stocks and STIs|短视频,图文|广告营销案例【ADGuider广告指南】

公开交易-性别、股票和性传播感染

案例简介：就像打市场一样，打市场也伴随着风险。这就是FCB/SIX为性健康品牌生活方式推出的新股票市场启发平台背后的创意火花。这个名为 “公开交易” 的项目利用澳大利亚围绕性传播感染 (STIs) 的实时搜索活动来生成 “股票” 图表可视化，从而推动其产品的动态在线定价，使避孕套在传播率上升时更实惠。新的 “性传播感染指数” 在澳大利亚市场推出，由Google搜索数据确定，涉及六种关键的性传播感染: 衣原体，艾滋病毒，梅毒，疱疹，淋病和HPV。该平台由三种实时澳大利亚搜索行为驱动: 性传播感染名称 (例如，搜索 “疱疹”) 、症状 (例如，搜索 “排尿疼痛”) 和地理区域 (这些搜索发生的地方)。n PubliclyTraded.com将搜索信息显示为类似于股票市场图表的数据可视化，可以一目了然地查看哪些STI可能在上升 (或下降)，然后将所有六个指标合并为一个称为STI指数。该指数推动了30包生活方式避孕套的动态反向定价: 特定地区的指数越高，价格越低。但是，价格永远不会超过产品MSRP。由澳大利亚FCB为生活方式创建的综合广告，类别包括: 健康，个人配件，公共利益，非政府组织。

公开交易-性别、股票和性传播感染

案例简介：Just like playing the market, playing the field comes with risk. That’s the creative spark behind a new stock market-inspired platform from FCB/SIX for sexual wellness brand LifeStyles. The project, called “Publicly Traded” uses real-time Australian search activity around sexually transmitted infections (STIs) to generate “stock” chart visualizations, which drive dynamic online pricing for its products, making condoms more affordable when transmission is on the rise. Launching 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. However, the price will never exceed the product MSRP. Integrated advertisement created by FCB, Australia for Lifestyles, within the categories: Health, Personal Accessories, Public Interest, NGO.