| Title | 60 PIECES OF GOLD |
| Brand | FAIRFAX MEDIA |
| Product / Service | THE FINANCIAL REVIEW |
| Category | A04. Ambient/Alternative Media |
| Entrant | THE HALLWAY Sydney, AUSTRALIA |
| Entrant Company: | THE HALLWAY Sydney, AUSTRALIA |
| DM/Advertising Agency: | THE HALLWAY Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Jacqui Emery | The Financial Review | Marketing Manager |
| Joshua Stockwell | The Financial Review | Senior Brand Manager |
| Jules Hall | The Hallway | Managing Partner |
| Simon Lee | The Hallway | Creative Director |
| Dave Lidster | The Hallway | Head Of Art |
| Heidi De Boer | The Hallway | Project Director |
| Samantha Teoh | The Hallway | Project Manager |
| Brad Bennett | The Hallway | Head Of Digital |
| Ilya Aronovich | The Hallway | Designer |
| Caroline Chu | The Hallway | Designer |
| Dom Tych | The Hallway | Copywriter |
| Engine | Production Company |
In 2011, to celebrate its 60th anniversary and improve subscriber retention, The Australian Financial Review launched an online game – 60 Pieces of Gold. The aim of this “GOLD COIN” ambient campaign was to raise awareness of the 60 Pieces game amongst our target audience of Financial Review subscribers and readers and drive them to 60pieces.com to sign up and play.
How many gold coins have you ever left lying on the ground?! To our knowledge, this is the first time that the simple act of a shop keeper giving change has been used as an advertising tactic.
Our solution was simple: 1. We minted a commemorative gold coin at Western Australia’s famous Perth Mint. Messaging on the reverse side of the coin drove to the URL. 2. Using our database, we selected a number of buildings in Sydney’s CBD where we knew that our target audience works. 3. We dropped hundreds of coins in these locations. 4. In order to also attempt to up-sell casual readers to subscription, we also distributed coins to newsagents to give to their customers with their change.
1. The coins helped drive over 48,000 unique daily visits to the 60 Pieces microsite. 2. The 60 Pieces game was a great success, improving subscriber retention by 13% and helping to acquire 1000 new subscribers.