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 the Pride in London Parade which happened on Saturday 2nd July 2022.

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 the 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.

Results

The campaign was planned to deliver approximately 4,994,006 impressions but actually delivered a total of 15,658,633 impressions (+214%) and 3,654 clicks all within the campaign budget.

This meant that our ads had amazing exposure and our target audience were guaranteed to see them!