Royal Canadian Mint: Heart of the Arctic

This case study explains how The Royal Canadian Mint used an online game and YouTube video to interest children in coins.

Royal Canadian Mint: Heart of the Arctic

Advertiser/Client Name: Royal Canadian Mint

Agency: Cossette

Category: Consumer Products (CP)

Country Where Program Ran: Canada

Program Start Date: 11/22/13

Program End Date: 02/28/14

Product/Service Overview: Mint introduced new 25-cent coins to commemorate the 100th anniversary of the first Canadian Arctic Expedition. With circulation and numismatic products, the Mint wanted to win over future collectors: to create a nationwide campaign aimed at kids, while keeping in mind that advertising to children is largely frowned upon.

Objective of the campaign

We had to raise awareness of the...

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