Royal Canadian Mint: A gift that stands the test of time
TL;DR We turned bullion coins from investments into holiday gifts, by reminding younger buyers that precious metal has always defied trends — unlike some regrettable gifts from over the years.
THE MARKETING ASK: Drive trial of our new affordable Bullion coins during the holiday season.
THE COMMUNICATIONS CHALLENGE: Getting holiday shoppers to think of Bullion as a holiday gifting option.
THE UNLOCK: What's in-trend is rarely timeless.
- Our target buyer was coming out of the COVID-19 pandemic, approaching the upcoming holiday season looking for gifts that conveyed a more "thoughtful" signal.
- Research showed that precious metal has stood the test of time, never gone out of style.
- We had a moment to act like a challenger against mainstream gifting culture that was wired to shop for what's currently in-trend for that season.
THE STRATEGIC OPPORTUNITY: Remind our holiday shopper that a bullion coin gift will defy trends.
THE CAMPAIGN IDEA: A gift that stands the test of time.
A portrait-based campaign that used nostalgia to contrast bullion coins with previous gifts from yesteryear that have now gone out-of-style — from bedazzled cell phones, to portable CD players, to cringy jewelry.
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