Armistice Day Coin

CLIENT

The Reserve Bank of New Zealand

CAMPAIGN

Armistice Day Coin Awareness Campaign

TARGET AUDIENCE

As most people come into contact with currency, all New Zealanders aged 5+ were targeted for this campaign.

TASK

A public education/awareness campaign was required to support the launch of the new Armistice Day 50 cent coin, and inform the public that it is legal tender, they have the option of keeping it, or spending it.

INSIGHT

To commemorate the centenary of the end of World War 1, the Reserve Bank of New Zealand issued a new coloured 50 cent, Armistice Day Coin. 1.6 million of these special coins were released into general circulation on 1 October 2018.

STRATEGY

We chose a concept that was simple and eye-catching, with the coin as the ‘hero’ of the campaign so it was clearly recognisable when people came into contact with it. As well as recognising it as legal tender, we wanted to show the historical significance the Armistice Day Coin holds. The inclusion of the red poppies was used to show respect and recognise the service and sacrifice made by service personal and their families.

Multiple media channels were used throughout this campaign to ensure New Zealanders of all ages were reached. As part of this strategy, a full market day ran on October 2nd with media heavily tailored to this day.

To add a new level of engagement an augmented reality app was also developed to bring the coin’s features and the story of Armistice to life.

RESULTS

The performance of the campaign well exceeded our expectations, especially the engagement from the audience and the ‘buzz’ surrounding the launch of the coin in the market.

  • The website landing page achieved 29,748 page-views in total, with an extremely high average time on site of 6 minutes 30 seconds.
  • TV ratings exceeded estimates reaching 44.9% of all people aged 25-54.
  • Radio schedule ran as planned, with Reserve Bank receiving an additional 40 bonus spots.
  • There were over 1,000 downloads of the Reserve Bank of New Zealand app.

Contact us for more information on the results and the thinking behind this highly successful campaign.