Plan B
Plan B One-step is a well known brand, but in fact many people still have bias against it or just overlook its existence. We want to make sure Plan B is a option for people, and they can purchase it ahead. Plan B One-Step has established a strong reputation in its target markets and is widely recognized as an industry leader. They want to maintain brand loyalty, and increase the awareness for people that will go with Plan B.
It’s a different kind of life insurance.
Campaign
Today, the majority of people cannot be certain whether they have taken safety measures/protective measures during sexual activity, which can trigger severe anxiety. Yet they still crave that pleasure, despite the numerous risks involved. The core idea of this strategy is to position Plan B One-Step as another form of insurance for life. We created numerous posters resembling insurance advertisements for promotion. The key difference lies in the fact that insurance company ads are typically complex, packed with information and numerous caveats. In contrast, our Plan B One-Step posters were designed to be exceptionally simple and clear—signifying that a single small pill can safeguard your life.
Collaboration
Swipe options
Integrate Plan B One-step's insurance ads into Tinder's swipe interface with left/right swipe functionality, mirroring how users swipe through profile cards. Swiping right indicates interest, while swiping left indicates disinterest. For insurance ads, left/right swipes correspond to needing/not needing insurance.
Morning Reminder
When Tinder users match and exchange messages containing phrases like “Hang out,” “See you tomorrow,” “See you tomorrow night,” “Let's go see a movie together,” or “Party”—messages that suggest a date—Plan B One-step will send a reminder the next morning with a quick purchase link.
