Royal Mint: How a fresh strategy and creative approach helped The Royal Mint increase sales

This case study demonstrates how a new perspective and advertising approach was developed for gold sovereigns, the Royal Mint's major retail product. National press had earlier been established as the most cost effective medium. The task was to generate a new proposition , create a positive call to action, maximise sales to cover costs and to generate quality names to add to the existing database. The agency describes how trials were carried out using existing advertisements as a control and simultaneously testing two new creative treatments. The paper concludes that sales revenue and name generation targets were substantially exceeded