Royal Canadian Mint: A gift that stands the test of time

Business ask: Increase sales of RCM bullion coins during the December holiday shopping season to a new generation of buyers.

Marketing challenge & opportunity: How do you sell precious metal coins to younger first-time buyers, when it's not on their wish list to begin with? The solution: you reposition it. Millennials and Gen X grew up with a gifting culture built on trends - flashy, fun, but rarely timeless. Just think of all the weird tech, fashion, and jewelry fads that have come and gone since the 2000s. Meanwhile, bullion’s only trend has been appreciation - it’s never gone out of style. So, we launched “A Gift That Stands the Test of Time.” A portrait-driven campaign contrasted cringey, outdated holiday gifts with the lasting value of a sleek, modern bullion coin from the Mint.

Results: Bullion website traffic outpaced benchmarks leading to more metal off the shelves and a new holiday tradition.