Challenge

To raise awareness and increase coin sales of The Royal Mint’s new 50p coin celebrating the 50th Anniversary of Pride in the UK.

Solution

The campaign was planned in two separate bursts, with the main focus being Pride in London Parade which happened on Saturday 2nd July.

Using a mixture of media channels, we raised awareness through Programmatic Display via the Gay Ad Network which includes site domains such as Gay Times, Attitude, Out and Diva and The National Metro Pride Special newspaper.

On the day of Pride Parade in London, we geotargeted around the parade route using Digital OOH by taking over 20 different London Underground Tube Stations. These were all within close proximity to the parade itself, making sure that it was seen by our audience.