Lifestyles condoms launches dynamic pricing based on online searches for STIs
Sexual wellness brand Lifestyles is sending a message about the spread of sexually transmitted infections (STIs) with a project that tracks live Australian search data for each of the conditions.
‘Publically Traded’ appears like stock market charts showing at a glance when STIs might be on the rise. This drives dynamic online pricing for Lifestyles’ products. For example, when transmission of STIs are on the rise, condoms become cheaper. Visitors to the site can set up price alerts for Lifestyles’ 30 pack of condoms as it changes inversely to the data.
The campaign is aimed at males aged 18 to 34 who have shown interest in DIY stock market investing, with the idea that STIs are ‘publicly traded’.
This is good, I guess… but it’s also exactly the mars bar campaign except with condoms. hungerithm meets herpes?
I’m surprised that so many people were willing to put their name against an idea that’s identical to Clemengers campaign for Snickers.
And the Mars campaign was nothing new either. That’s not the point.