The Challenge: The Royal Canadian Mint wanted to launch a new generation of one-dollar and two-dollar coins and needed Canadians to accept them. The coins had increased security features making them difficult to fraudulently duplicate as well costing less to produce.
The Objective: To reach out to as many Canadians as possible and explain the changes and the benefits of the new coins. The goal was to have the coins accepted while solidifying or improve the image of the Royal Canadian Mint.
The Plan: With goal of reaching a maximum number of Canadians, a media plan was created using newspapers to kick-off the launch. This visual medium was chosen as the message was going to be delivered through a visual of the coins and reinforced through detailed copy. Also a print ad allows for a website link to be provided as a source for more information.