Creative data / When FCB/SIX New York’s data-inspired Go Back to Africa campaign (for Black & Abroad) won the 2019 Cannes Lions Creative Data Grand Prix, jury president Yasuharu Sasaki told Contagious: ‘People think of data in a negative way. With Go Back to Africa, people can think about using data in a positive way. It could be a catalyst for a change in attitudes.’ He added: ‘Data is not just a record of the past, of people’s activity. Data is alive, it’s always being produced and will continue to be in the future.’ With this campaign, the agency similarly makes creative use of available data, transforming STI statistics into a dynamic, real-time metric.
The use of stock market-style visuals that track real-time transmission of STIs helps convey the urgency of the statistics; the risk of contracting one is very much alive and in constant flux. But it’s not a scaremongering campaign: with the Publicly Traded platform, LifeStyles positions itself as an authority on the topic and offers people a solution – its range of condoms. By pricing and discounting its condoms according to its ‘STI index’, the brand ensures there are two incentives to purchase: heightened awareness of the prevalence of STIs, and a limited-time promotional offer.
Afterlife / If people visit the site and choose not to purchase, the platform’s prompt to sign up for price alerts via email or text is a neat way of incentivising customers to return to either the platform or the LifeStyles website later on. While price alerts will convince customers they’ve got themselves the best deal and also taken responsible measures for their own health, it’s also an exercise in customer data acquisition, meaning LifeStyles gains a new audience and insights into its customer base. The ‘buy now’ and ‘price alerts’ features add value to the Publicly Traded platform, making it a driver of ecommerce rather than just a fun gimmick.
