By Calum Gee / 07-04-2017
How often do you get a chance to work on a marketing campaign for a product that will be in the hands of every single person in the UK?
On 28th March Kindred worked alongside The Royal Mint and HM Treasury to launch the #newpoundcoin. Over the past six months the campaign has been building up to this launch day, spreading awareness of the new 12-sided coin all over the country. A website has acted as a hub of content for the new coin, including leaflets, posters and mailers that helped businesses prepare for the change (get it!?) and share information with customers. Meanwhile, PR and social media activity sought to create as much online and offline buzz as possible about this historic moment for the country. After all, the £1 coin had not been changed for 34 years and this makeover would tackle years of increased counterfeiting and turn our nation’s one pound into the world’s most secure coin.
Ahead of the launch we’d achieved a public awareness rating of 69% in the UK but faced the challenge of officially launching on the same week as the Article-50 triggering of Brexit. Despite a competitive news agenda, the team could not have been happier with the results, greatly surpassing targets for the campaign. On launch day alone we achieved 918 pieces of coverage with 384 of these being broadcast coverage. The coin dominated the agenda across all news networks and played a starring role in popular culture with appearances on Ant & Dec’s Saturday Night Takeaway and Gogglebox. The week before had also seen the coin appear on Soccer AM and Match of the Day as we managed to get the new pound into the hands of all Premier League referees for the coin toss before games.
On social, we supported all of this activity with a range of fun content that engaged with online conversation about the coin. After an intense day of community management on launch day supporting #foundthepound content, we had reached over 2.5 million people on Facebook and Twitter alone. We even had a bespoke Snapchat filter that could be used in locations around the country where the new coin was available
After a long week of launch activity however the fun doesn’t stop! All focus now moves to getting as many old £1 coins out of circulation as possible before 15th October. From this day on the old coins will no longer be accepted as a form of payment and the new £1 coin will be the only quid on the block.